Telefonica creates its group-wide ad platform

Julian Sharpe | 2:10 pm | June 30, 2008 | Mobile, News, Online Media Planning (OMP)

Telecoms giant Telefonica, which owns Mobile phone operator O2, has put in place a group-wide mobile advertising platform in a bid to drive a new source of ad revenue.

It has announced the launch of a single mobile ad server this year for its operators in the UK, Spain, Mexico and Colombia with others to follow in 2009. The server, which is managed by platform provider Amobee Media Systems, allows a range of ad formats to be delivered including display banners, in-game, video, messaging and applications It will have the potential to reach 170m subscribers.

The operator said the platform will give agencies a single point of contact to buy, manage and track contextual and behavioural campaigns.

Quote:

Julio Linares, chief operating officer for Telefonica, said the group’s single ad platform gave it cost savings and quicker campaign deployment.

“The key to successful mobile advertising is doing it in a contextual and non intrusive way,” said Linares.