Based on documents filed by the Europeans Commission<\/strong> for Consultation, three of the UK\u2019s largest mobile networks have cast aside their differences to form a mobile advertising network.<\/p>\n

\n

O2, Vodafone <\/strong>and Everything Everywhere<\/strong> (created in 2010 by the merge of Orange UK<\/strong> and T-Mobile<\/strong>) will create a joint venture to offer brands the ability to capitalize on the demographic targeting information that they possess, in order to place more highly targeted ads onto mobile devices. <\/p>\n

This news comes seems to be the latest attempt by operators to increase their advertising revenues. UK ad spend reached a record \u00a3203 million in 2011, while the global mobile payments market is looking set to hit $500 billion within the next two years.<\/p>\n

These targeting capabilities could be a real threat to the offering of the current independent ad networks. One of the key benefits of mobile advertising is the ‘one-to-one’ nature of the media – the ability to know certain things about a consumer and deliver a relevant, targeted, sometimes personalized message directly to them. Any ad network that can offer improved targeting will have a strong advantage in the market.<\/p>\n

The joint venture aims to offer the following to advertisers and agencies:<\/p>\n

\n
• Push SMS<\/strong> : Brands can contact the joint venture partners to send out SMS messages to customers opted-in for marketing messages across the three networks.<\/li>\n
• Coupons and vouchers<\/strong>: Brands can place offers, coupons and loyalty cards within the JV\u2019s mobile wallet and related apps, and have the ability to track redemption.<\/li>\n
• Display advertising (own assets)<\/strong>: The JV will provide a portfolio of ad space across its assets, which include the joint-branded mobile wallet, mobile internet portals and apps.<\/li>\n
• Display advertising (third party assets)<\/strong>: The JV will also be able to sell advertising across third party publishers\u2019 mobile websites.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

  Based on documents filed by the Europeans Commission for Consultation, three of the UK\u2019s largest mobile networks have cast aside their differences to form a mobile advertising network. O2, Vodafone and Everything Everywhere (created in 2010 by the merge of Orange UK and T-Mobile) will create a joint venture to offer brands the ability to […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[16,3,24],"tags":[101,64,133,83,77],"_links":{"self":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/posts\/5824"}],"collection":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=5824"}],"version-history":[{"count":0,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/posts\/5824\/revisions"}],"wp:attachment":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5824"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5824"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5824"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}