Nokia announced two new mobile advertising services, one a fully-managed platform for advertisers and the other a private-label solution for third party publishers. The Nokia Ad Service is designed to support and manage the complete ad campaign lifecycle, including planning, deploying and reporting. According to Nokia, the service targets advertisers launching global mobile campaigns, agencies expanding into mobile advertising alongside traditional media initiatives, and publishers exploring new business models and larger consumer audiences.
Nokia Ad Service is now available in Europe and will roll out globally in the second half of 2007. "Mobile advertising is becoming an increasingly attractive channel for brands," said director of Nokia Ad Service Tom Henriksson in a prepared statement. "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 pairs the handset giant with newspaper publishers and other traditional media outlets as well as aggregators and operators to deliver targeted advertisements to mobile devices. According to Nokia, the service acts as an "intelligent switch," selecting between text, video and audio ads contingent on the consumer context; ads will be optimized to specific multimedia applications including mobile TV, music and mapping services. Nokia Advertising Connector also features reporting and analytics tools to manage advertiser ROI.
Nokia plans several Advertising Connector pilots in the months ahead, aiming toward commercial availability by late 2007. "Think of the Connector as a one-stop delivery point with intelligence," said Nokia Multimedia's head of business development Matthew Snyder in a prepared statement.
For more on Nokia's mobile advertising : http://www.adservice.nokia.com