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7th March - Nokia announced two mobile advertising services.
Nokia Ad Service is a fully managed service for advertisers
to conduct targeted advertising on mobile services and applications.
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. Nokia also introduced
Nokia Advertising Connector, a private label service for third
party Publishers and Advertising Aggregators that want to
extend to relevant mobile advertising. Nokia Advertising Connector
operates as an intelligent switch, selecting between text,
visual, audio and video ads - depending on the user's context
- and feeding the ad to the device.
Nokia Ad Service
"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 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 serves mobile
operators as a solution provider bringing the mobile advertising
model to operator services, driving new and sustainable revenue
streams. Nokia Ad Service simplifies the mobile advertising
process by supporting & managing the full campaign lifecycle
for advertisers including planning, deploying, optimizing,
and reporting. Typical mediums of experience for mobile advertisements
are in the form of interactive content like banner ads in
browsing services, ads in applications, and videos.
Nokia Ad Service will begin its operations in Europe with
a kick-off at ad:tech, an interactive marketing event in Paris,
France on March 6th-7th, 2007 and globally in the second half
of 2007.
Nokia Advertising Connector
"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".
Nokia Advertising Connector enables delivery of targeted
ads to mobile devices. Ads will be closely tied and optimised
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
so called CPA (cost per action) model and it 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 easy-to-use reporting and analytics tools for
Publishers to manage their advertisers ROI (Return on investment).
Nokia Advertising Connector will run several pilots during
the coming months and is planned to become commercially available
by the end of 2007.
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