Telefónica invests in global mobile ad platform

7 Dec 2009

Telefónica O2 has invested in a new global mobile ad serving and campaign management platform across its 18 markets worldwide, including Ireland and the UK.

Through Amobee, Telefónica is now capable of dynamically ad-serving all mobile communication channels, including mobile internet, applications, games, video and messaging via one uniform advertising solution.

One point for agencies

This means Telefónica is uniquely positioned to serve as a single point for agencies and advertisers wishing to buy ad-enabled inventory to deploy and monitor campaigns across multiple channels and markets simultaneously.

“Removing the friction for the media buyer is fundamental to the future of mobile advertising and Amobee makes this possible,” said Zohar Levkovitz, co-founder and CEO of Amobee.

“We enable operators to build profitable revenue streams from advertising while making it easier for marketers to utilise new, more engaging ways to target their audience globally,” Levkovitz said.

“Amobee is playing a vital role in helping us to monetise our assets and realise the full potential of mobile advertising, but not to the detriment of customer experience,” said Tanya Field, director of Mobile Data Group at Telefónica S.A.

“Amobee’s mobile advertising platform seamlessly leverages our existing user data for targeting, while providing advertisers and marketers easy access to our premium inventory to enable them to get their message across quickly, effectively and globally.”

Top draw

Amobee has served mobile advertising campaigns for many of the world’s top agencies and brands, enabling them to achieve as much as 80pc audience share in several markets. This is due to Amobee’s operator-centric approach and unique composition of exclusive partnerships in key geographies.

“Telefónica is a great example of a mobile operator deploying a uniform solution which strikes a balance between offering a positive user experience and presenting marketers the opportunity to leverage its 268-million global subscriber base.

“We are thrilled to play such an integral role and we look forward to supporting them in Europe, as well as Latin America, which holds significant growth potential and is a key milestone for us as a company,” added Levkovitz.

By John Kennedy

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years