Nokia launches mobile ad initiative

by Ann-Marie Corvin, Media Week 12-Jun-08, 11:00

LONDON - Mobile phone operator Nokia has launched a new initiative that it claims will simplify its network for mobile advertisers by bringing together a range of technologies and marketing applications together through a single interface

The Nokia Advertising Alliance will consist of a consortium of mobile ad companies and brand advertisers interested in expanding their reach on the mobile handset.

Members will work with Nokia to branch into couponing, location-based targeting, image recognition and other emerging ad technologies on the Nokia Media Network, which includes more than 100 mobile publishers, operator partners and Nokia properties.

A range of mobile advertising application firms have been certified as members of the Alliance, including i-movo, Mobile Acuity, Mobiqa, and uLocate, while initial brand advertisers will come from the automotive and entertainment industries.

Mike Baker, vice-president and head of Nokia interactive advertising, said that brands would have the opportunity to deliver immersive and engaging experiences to consumers.
He said: "Succeeding in mobile requires much more than a banner ad alone. The alliance gives brands access to a range of novel mobile ad experiences from one trusted vendor."