Wireless technology company Qualcomm and mobile advertising provider Amobee have signed a deal that will provide a new route for brands to reach the tricky mobile audience.
The deal will allow developers to create mobile applications via the Qualcomm’s Plaza mobile widget platform and offers potential for consumers to enjoy lower cost mobile internet.
Operators across the globe will be able to use the combined offering to take advantage of unique mobile Internet opportunities while generating significant mobile advertising revenues.
While there are no consumers facing partnerships, Qualcomm has direct relationships with all UK operators including Vodafone UK and supplies wireless technology for handsets.
Amobee’s implementation on Plaza will also allow operators to create and sell new advertising inventory to brands and agencies that want to deploy and monitor campaigns across all mobile entertainment and communication channels.
Ziv Eliraz, vice president of alliances at Amobee, said, “This collaboration between Amobee and Qualcomm gives operators an easy-to-deploy and trusted solution that creates a new revenue stream and the opportunity to boost mobile Internet usage. It will also allow developers and media companies to get closer to the promise of the new mobile media.”
Noam Raffaelli, managing director of Plaza for Qualcomm Internet Services, added, “Amobee’s mobile ad-serving solution has been deployed by more operators than any other solution to date. Their proven technology is serving the mobile needs of global operators, as well as top brands that are reaching out to mobile users with targeted advertising.
“The goal of Plaza is to let operators provide their users with the platform to personalize their mobile Internet experience and in return drive additional revenue streams. Mobile advertising is a key ingredient to make this happen.”
Mobile advertising is predicted to become part of the mainstream marketing mix over the next two years, according to recent research from the Internet Advertising Bureau (IAB), as clients and agencies look to target the lucrative 12 to 24-year-old market.
According to the research, 70 per cent of marketers believe that location based ads are effective today.
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