New mobile advertising partnership offers brands better and more relevant consumer targeting
May 6th 2014. YOOSE, the global and leading hyperlocal mobile ad network, has announced its sales & distribution partnership with ICONICTION, the Dubai-based digital innovation & acceleration hub for Middle East and African markets. The move is aimed to penetrate the EMEA market with its diverse MNC giants across various verticals, through the thriving cosmopolitan city of Dubai. ICONICTION is partnering YOOSE, the global hyperlocal mobile ad-network, to bring the benefits of precision mobile consumer targeting to leading brands and agencies locally.
With an initial focus on the Gulf region, the partnership will extend across Middle East and Africa so that the benefits of this new hyper-local and rich media mobile advertising services can reach all brands and agencies across this booming smartphone GPS turned-on region.
Mobile advertising will drive online advertising in the UAE, and is one of the fastest growing segments with a CAGR of 60.3 per cent from 2007 to 2012.
The mobile advertising segment has also been forecast to grow the fastest at a CAGR of 55.3 per cent from 2012 to 2017.1
ICONICTION has formed alliances with selected cutting-edge start-ups across Europe, USA and Asia that offer disruptive products and services in their respective fields: – online education, mobile shopping, mobile payment, social media and digital entertainment.
“The YOOSE platform adds an entirely new dimension to mobile advertising where context and location are becoming key to drive good performance and conversion,” said Sebastien Marteau, Founder & CEO of ICONICTION.
“YOOSE brings an amazing experience on this emerging segment of mobile advertising and is able to offer unmatched inventory capabilities and features to advertisers.”
Marketers will now have the opportunity to leverage YOOSE’s expertise in running hyper-local mobile display ad campaigns right from campaign planning, creative and message consultation to execution and post-campaign location insights.
Christian Geissendoerfer, CEO for YOOSE said, “We’re very pleased to extend our presence to the Middle East via the ICONICTION partnership.”
“ICONICTION brings an excellent understanding of the region and of its digital marketing and advertising practice along with a unique network of partners among brands and media agencies.”
YOOSE has also recently established a strategic partnership with OTM Russia to tap into the Russian market and for OTM to bolster its presence in the hyper-local advertising market.
YOOSE and OTM launched a campaign around the Sochi Olympic Games 2014 to create awareness for the use of free Wi-fi at the Games’ venues for a large telecom provider.
YOOSE is the hyper-local mobile ad network. We help large brands, agencies, deal sites and independent businesses to engage with consumers through location targeting. The YOOSE mobile advertising platform broadcasts in-app ads through an extensive global network of smartphone apps and sites. Advertisers can maximise their location-based campaigns to achieve targeted reach, Headquartered in Singapore, YOOSE has offices in Berlin and India.
Iconiction is a Dubai-based digital innovation & acceleration hub in the Middle East and Africa Region that brings disruptive innovation in various fields such as online education, digital entertainment, mobile commerce, social media & advertising and connected devices.
1. Figures from Ken Research back in February  in its ‘Video and Mobile Advertising to Drive the Online Advertising Spending in UAE’ report.