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Velti, the leading mobile marketing platform and value added service provider, has announced that it has signed a partnership deal with Vantrix, a mobile content delivery company, and will be using its technology in its universal mobile video advertising platform.
This video advertising platform will deliver high quality video content funded by targeted advertisements to mobile users. These video clips are completely free as advertisers pay for them and mobile users can view these clips as many times as they want.
Velti has incorporated a unique technology from Vantrix in this platform which can identify the network conditions and the type of handset a mobile user has and adapt the video content accordingly. This is the reason why they like to call it ‘universal video advertising platform’.
Now, Velti is known for its mobile marketing platforms which are usually good, but this universal video advertising platform, as they like to call it, is very unique for one reason. The ads delivered with the video clips are extremely targeted. In fact, they take three different sets of data into consideration to make sure the ads are rightly targeted.
They are
1. Details from mobile users like age, gender, locality, income range, and so on.
2. Behavioral and contextual data which is provided by the personalization engine from Velti.
3. Carrier, network, and device performance characteristics from Vantrix.
Combining these three sets of data, the platform targets users pretty accurately and delivers highly relevant, highly targeted ads.
This, I think, is a very good example of targeted advertising. Using so many parameters, you can easily break down people into several groups and categorize the ads to be delivered accordingly. Such ads usually stand a good chance of getting clicked by the users, which is exactly what the advertisers want.
Tags: carrier network, content delivery company, contextual data, device performance, good chance, locality, mobile content, mobile marketing platform, mobile marketing platforms, mobile content delivery, mobile marketing, mobile user, mobile users, partnership deal, performance characteristics, personalization engine, targeted advertising, unique technology, value added service, vantrix, video advertising, video clips, video content
Technorati Tags: carrier network, content delivery company, contextual data, device performance, good chance, locality, mobile content, mobile marketing platform, mobile marketing platforms, mobile content delivery, mobile marketing, mobile user, mobile users, partnership deal, performance characteristics, personalization engine, targeted advertising, unique technology, value added service, vantrix, video advertising, video clips, video content
Categories: Cell Phone Advertising, All things mobile phones.
CNET Networks in the U.K. has decided to make its move into the mobile world and it has started quite well by mobilizing two of its famous sites – cnet.co.uk and gamespot.co.uk. From now on, you can access both these sites any time you want, if you have an internet enabled mobile phone.
You will be able to access tons of content from both these sites, including but not limited to news and gadget reviews. CNET Network currently has around 10 million users and it hopes to reach out to them even more effectively through these mobile sites. CNET has joined hands with Nokia’s mobile portal and operator 3 to widen its prospects in the mobile world. The mobile sites of CNET will be managed by MoMac.
This announcement from CNET could not have come at a better time, as mobile industry right now is growing at a fast pace. CNET Network said that the time is ripe for experimenting with mobile content and since U.K. is considered one of the biggest markets for mobile internet, it just makes it even better. The main reason behind this move, according to CNET, is to provide value-added service to its current users and to attract more tech-savvy users who look for information on the move, right on their mobile phone.
CNET has also announced that it will come up with the mobile version of three of its sites – silicon.com, zdnet.com, and SmartPlanet.
I think this is a great move from CNET. Coming at a time when the habit of surfing the web on mobile phones is on the rise, this move might enable CNET to grab a large market share when the market grows further.
Tags: CNET, cnet networks, gadget reviews, gamespot, market share, mobile sites, mobile content, mobile industry, mobile internet, mobile phone, mobile portal, mobile version, mobile world, Nokia, savvy users, value added service, zdnet
Technorati Tags: CNET, cnet networks, gadget reviews, gamespot, market share, mobile sites, mobile content, mobile industry, mobile internet, mobile phone, mobile portal, mobile version, mobile world, Nokia, savvy users, value added service, zdnet
Categories: All things mobile phones.
Two of the major FMCG brands, Hindustan Unilever and Coca Cola, have recently launched mobile advertising campaigns in India.
Mobile advertising in India is becoming popular of late and we’ve already seen some evidences of clever mobile advertising campaigns from film personalities in India. Now, it’s the turn of big brands to get into mobile marketing seriously.
While Coca Cola has launched a mobile advertising campaign for its fizzy drink Sprite, Hindustan Unilever has launched one for its ice-cream brand Cornetto. Among other things, you need to understand the ‘timing’ of these campaigns. This is the summer season in India and believe me, it’s h-o-t. In fact, it’s so hot that more than 50% of annual soft drink sales happen during this season. So, what better way to boost it further than by launching a mobile advertising campaign? Clever stuff, I should say.
Coincidentally, both these companies have sought the services of Oxigen, a value-added service provider for mobile phones. If this turns out to be a success, we can see more and more companies getting into mobile advertising in the coming days.
Tags: advertising campaign, advertising campaigns, coca cola, cornetto, drink sprite, film personalities, fizzy drink, fmcg brands, India, mobile advertising, mobile marketing, mobile phones, service provider, soft drink, unilever, value added service
Technorati Tags: advertising campaign, advertising campaigns, coca cola, cornetto, drink sprite, film personalities, fizzy drink, fmcg brands, India, mobile advertising, mobile marketing, mobile phones, service provider, soft drink, unilever, value added service
Categories: Cell Phone Advertising, All things mobile phones.
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