It looks as though 2007 is turning out to be a banner year for advertisers looking to engage consumers on their mobile devices. With the first two screens (television & computer) squarely in check, marketers are now focusing on the third screen (mobile) and its advertising potential.
All too willing to oblige the trend, Nokia has announced the launch of two new mobile advertising services – Nokia Ad Service and Nokia Advertising Connector. These offerings are aimed at providing support for both advertisers and third party publishers in their attempts to reach the mobile market.
Nokia Ad Service
Nokia Ad Service is designed to meet a variety of different advertising needs such as deploying global mobile campaigns, offering mobile advertising to complement traditional media initiatives, and support for publishers seeking new business models and a larger consumer audience through interactive content like banner ads in browsing services, ads in applications, and videos.
“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.”
Nokia Advertising Connector
Nokia Advertising Connector is designed to facilitate the distribution of targeted ads to mobile devices, which will be closely associated with and optimized for specific multimedia applications such as reading digital newspaper content, watching TV, listening to music or looking at directions on maps. The service will operate on the cost per action model and will have the ability to provide usage data from mobile devices for enabling targeted ad selection and delivery to mobile devices.
“With Nokia Advertising Connector we are partnering with newspaper publishers, other traditional media companies, aggregators, platform companies, operators and internet companies to help them serve their current advertisers by offering easy access to a mobile audience” says Matthew Snyder, Head of Business Development, Nokia Multimedia, Advertising Business Program.
“We have an aggregator interface for plugging partners’ platforms into the Connector – Nokia being in the role of platform service provider. Think of the Connector as a one-stop delivery point with intelligence”.
