Nokia reveals two new mobile advertising services

Nokia has announced the launch of two new services which will enable marketers to develop advertising campaigns across a multitude of individual handset configurations.

by Helen Leggatt

The Nokia Ad Service, recently kicked off in Europe, is a fully managed service for marketers conducting targeted advertising on mobile services and applications. The service involves of a group of mobile publishers forming an ad network which allows the management, deployment and measurement of mobile advertising campaigns.

Mobile advertising is seen as an effective way to reach target audiences and advertisers are forecast to spend $11 billion by 2011, according to research from Informa Telecoms & Media.

The other service, Nokia Advertising Gateway, will be commercially available towards the end of 2007. The service will relate ads to specific multimedia applications like watching television, listening to music, mapreading or browsing online newspapers and magazines.

“With Nokia Advertising Gateway 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. “We have an aggregator interface for plugging partners’ platforms into the gateway – Nokia being in the role of platform service provider. Think of the gateway as a one-stop delivery point with intelligence”.

A trialist of the Nokia Ad Service is reportedly very happy with performance to date. After broadcasting a banner ad to UK n73 users they saw a 400 percent increase in daily traffic and a 20 percent rise in the click through rate.