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Tata Indicom to provide mobile advertising courtesy Mast Mobile Media

20-December-2006
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Tata Indicom to provide mobile advertising courtesy Mast Mobile Media

Mast Mobile Media Pvt Ltd, an India-based mobile entertainment company, and Tata Indicom have announced the readiness of mobile advertising solutions on the their network. With this partnership, Mast Mobile Media will provide Tata Indicom with ad-serving technology for its Brew and WAP data services via the former’s advertising engine, which is exclusively licensed by the company from eMbience Inc for the Indian market. eMbience’s platform enables authoring, porting and serving interactive downloadable advertisements across mobile devices.

Pankaj Sethi, President-VAS, Tata Indicom, said, “The mobile phone is a device which has the two-pronged advantage of being ubiquitously mass, and at the same time an interactive one-to-one medium. We are proud to be pioneering with Mast Mobile’s advertising solution that will lead the way to an interactive mobile engagement of India’s large potential audience.”

Dynamic advertisements on Tata Zone applications will appear in the form of graphical banners with several options to initiate the user in engaging in a phone call with the brand, triggering a return IVR call, downloading mobile content, sending an SMS, or participate in interactive voting. Advertisers in turn will be able to deploy their communication across several Brew applications and WAP pages and collate their viewers’ responses to their marketing campaigns.

Tata Indicom will first offer this unique advertising offering only on their soon-to-be released Digital Music Download service. On their reason to launch advertising with this service, Sethi said, “The Music Player is a sticky application where users will come back to play their music. These kinds of applications will fulfil advertisers’ needs to keep their customers engaged through multiple interactions.”

The release of this dynamic ad solution across applications and data touch points marks a bold initiative to immerse subscribers in interactive mobile marketing as they use tools and applications on their devices.

Dr Nimish Srivastava, Founder, Mast Mobile Media, said, “The mobile is the most personal device in the hands of the customer. Snacking on mobile content has become the latest fad, and is here to stay. Interspersing non-intrusive, enticing advertising, during the snacking experience is a highly effective means for brands and advertisers to both connect with consumers and track their behaviour.”

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