Vodafone Czech Republic<\/strong> (Vodafone CZ) and Amobee Media Systems<\/strong> have announced the commercial launch of a new mobile advertising service. Using Amobee\u2019s Media System, Vodafone CZ will display advertising on its Vodafone live! portal, as well as its messaging services and games downloads.<\/p>\n
Amobee is inserting targeted, interactive advertisements into several Vodafone CZ communication and entertainment services using a single, advertising server. Amobee\u2019s media system is composed of an off-line campaign management system and an on-line ad-server enabling the delivery of relevant advertising impressions in all mobile services (Games, on and off portal browsing, video, music, SMS, MMS, IM, search, user generated applications etc).<\/p>\n
Grahame Maher<\/strong>, CEO at Vodafone CZ said “We are pioneers of Mobile Advertising on the Czech market and leading the rest of the Vodafone globally with our solution. The Amobee platform launch is a first for Vodafone in the Czech Republic. This has given us a tool to accelerate the deployment of ad-funded services and provides us with a new revenue stream and media channel by engaging brands and advertisers.”<\/p>\n Zohar Levkovitz<\/strong>, CEO of Amobee said “Vodafone\u2019s launch in the Czech Republic signals a new role for mobile operators in the advertising world, creating an entirely new channel for advertisers and a new way for consumers to enjoy more mobile services.\u201d<\/p>\n One of the services launching is SMS Student Gratis, allows registered students to send free SMS messages, in return for watching an SMS advertisement. According to Vodafone Zoom research, 76% of students aged 15-26 would be interested in a service based on SMS Student GR\u00c1TIS.<\/p>\n This announcement differs from much of the recent activity in mobile advertising as the system is directly implemented by a mobile operator, and is able to serve ads inside the operator portal.<\/p>\n Patrick Parodi<\/strong>, CMO of Amobee, addressed this point: “The recent flurry of M&A activity in the mobile advertising space (lead by the likes of Nokia, AOL, Microsoft and Yahoo!) demonstrates that there is clearly a perceived potential of mobile as a media channel in its own right and it shows that this will be hotly contested field. However, mobile advertising is still in its infancy and will require nurturing by mobile operators who hold the key to unlocking the true value of this billion dollars industry. Amobee Media Systems finds itself to be among the very few who have concentrated its efforts on building an operator centric model for advertising.” <\/p>\n \u201cIt is our belief that operators are best positioned to manage and control mobile advertising since they are in the best position to deliver \u201crelevancy\u201d. This doesn\u2019t mean that they will only serve ad-impressions on their own portal. In fact as Vodafone is doing in the Czech Republic, there is an opportunity for the operator to engage third party publishers in working with them to optimize their joint advertising revenues. This media system puts the user at the centre of the experience and extends the inventory well beyond WAP and the mobile web. We are very excited to be working with Vodafone in the Czech Republic and look forward to running many campaigns across messaging, games and wap, allowing their mobile subscribers to \u201cget more for less\u201d.<\/p>\n
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