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International: Nokia forays into mobile advertising

08-March-2007
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International: Nokia forays into mobile advertising

Nokia has announced two mobile advertising services, Nokia Ad Service and Nokia Advertising Connector. Nokia Ad Service is a fully managed service for advertisers to conduct targeted advertising on mobile services and applications.

It consists of a group of mobile publishers forming a mobile ad network and a platform to deploy, manage and optimize mobile advertising campaigns.

Nokia Advertising Connector is a private label service for third-party Publishers and Advertising Aggregators that want to extend to relevant mobile advertising. It operates as an intelligent switch, selecting between text, visual, audio and video ads -- depending on the user's context - and feeding the ad to the device.

"As advertisers struggle to reach personalized targeting with traditional media such as print and TV, mobile advertising is becoming an increasingly attractive channel for brands," said Tom Henriksson, Director of Nokia Ad Service.

Nokia Ad Service fulfills different types of advertising needs such as advertisers deploying global mobile campaigns, agencies offering mobile advertising to complement traditional media initiatives, and publishers seeking new business models and a larger consumer audience. Nokia Ad Service serves mobile operators as a solution provider bringing the mobile advertising model to operator services, driving new and sustainable revenue streams.

Nokia Ad Service will start operations in Europe from this month and globally in the second half of 2007.

"With Nokia Advertising Connector we are partnering with newspaper publishers, other traditional media companies, aggregators, platform companies, operators and internet companies to help them serve their current advertisers by offering easy access to a mobile audience" says Matthew Snyder, Head of Business Development, Nokia Multimedia, Advertising Business Program.

Nokia Advertising Connector enables delivery of targeted ads to mobile devices. Ads will be closely tied and optimised to specific multimedia applications, such as reading digital newspaper content, watching TV, listening to music or looking at directions on maps. Nokia offers access to the platform for third parties and enables their ad sales teams to sell for the mobile channel.

Nokia Advertising Connector will run several pilots during the coming months and is planned to become commercially available by the end of 2007.

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