The first of these new services, Nokia Ad Service, consists of a group of mobile publishers forming a mobile ad network and a platform to deploy, manage and optimize mobile advertising campaigns.
According to the Finland-based mobile phone giant, Nokia Ad Service fulfills different types of advertising needs such as advertisers deploying global mobile campaigns, agencies offering mobile advertising to complement traditional media initiatives, and publishers seeking new business models and a larger consumer audience.
Nokia Ad Service will begin its operations in Europe with a kick-off at ad:tech, an interactive marketing event in Paris, France, and globally in the second half of 2007.
As advertisers struggle to reach personalized targeting with traditional media such as print and TV, mobile advertising is becoming an increasingly attractive channel for brands, said Tom Henriksson, director of Nokia Ad Service at Nokia emerging business unit. We have completed a number of pilot campaigns with advertisers and mobile publishers for testing the Nokia ad serving technology and consumer experience. The feedback has been very positive from all parties.
The second new service being introduced, Nokia Advertising Connector, enables delivery of targeted ads to mobile devices. Ads will be closely tied and optimized to specific multimedia applications, such as reading digital newspaper content, watching TV, listening to music or looking at directions on maps.
Nokia offers access to the platform for third parties and enables their ad sales teams to sell for the mobile channel. Nokia Advertising Connector supports the ‘cost per action’ model and provides usage data from mobile devices for enabling targeted ad selection and delivery to users’ devices. A key part of the platform will be the reporting and analytics tools for publishers to manage their advertisers’ return on investment.
Several pilots for Nokia Advertising Connector will run during the coming months and there are plans to make the service commercially available by the end of 2007.
