Telefonica is launching a single global platform to deploy advertising on mobile phones. Based on a worldwide alliance signed with mobile advertising services provider Amobee Media Systems,
Telefonica plans to provide a single point of contact for agencies and advertisers who wish to buy, deploy and monitor campaigns across all mobile channels. Telefonica provides a single ad-server that supports wap, games, video, messaging and other in-built applications for its nearly 170 million customers.
The single centralised ad server enables precise contextual and behavioural targeting across all users on all handsets for non-voice related applications and services, including wap banners, games, video and music players, applications, messaging, ring back tones, as well as video and music streaming.
Each operating business is expected to have access to customer data, localisation, behavioural profiles and the opt-in database. Then, business will set the ad-server to deliver a relevant ad to customers with a certain profile and handset type. Deployment is scheduled to start in the UK, Spain, Mexico and Colombia this year, and will roll out across other Telefonica regional businesses in 2009.