América Móvil makes mobile ads personal
Friday, 18 February 2011 11:47 | James Barton
América Móvil subscribers will soon be able to get advertisements tailored to their interests through their mobile devices. The leading mobile operator in Latin America is introducing an end-to-end mobile advertising solution provided by Ericsson. Ericsson will also manage the solution and interfaces with all players in the advertising eco-systems.
Research conducted by the Ericsson Consumer Lab in Latin America has shown that consumers are positive about receiving offers and promotions from brands on their mobile phones as long as certain hygiene factors are in place. In the study consumers stated relevance, control and agreement as key requirements to ensure a positive end-user experience.
Based on the Ericsson Ad Orchestrator platform, the solution will enable América Móvil to deliver targeted ads based on consumer preferences to individual network users via various mobile channels. Using campaign management tools and measurement reports, advertising agencies can easily create and maintain their advertisement campaigns.
América Móvil is committed to creating opt-in programs in accordance with legal requirements, giving customers the choice whether or not to receive the ads.
Mobile advertising is a developing medium that is forecast to support new business models and revenue streams for operators. The Mobile device as the most personal medium, provide opportunities for these new business models. The advertising and media industry recognize the mobile device as a prime consumer touch point and operators play an important role in the eco-system by ensuring relevance and value for the consumers.
Marco Quatorze, VAS Director for América Móvil, says: "This strategic partnership between América Móvil and Ericsson meets our need to add relevant advertisements to services for our subscribers. It is crucial that our customers have the choice of opting in to this type of program. Our vision is to make advertisers' media spending more efficient and deliver relevant offers to consumers based on their wants and interests. Ericsson is a crucial partner in realizing this vision, and is willing to help us shape this developing market."
Jan Wäreby, Senior Vice President and Head of Sales & Marketing, Ericsson, says: "Mobile advertising is a growing segment and this collaboration is a way to utilize the telecoms strengths. At the same time explore new opportunities through new business models and supports service providers to deliver new revenue streams."
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That's a little scary, and I hope this ad feature never makes it's way to tracfone in the US. It sounds like ericson will install their own spam filter. Which, I suppose if you can set options yourself, then it's viable...but still, I hope that's not promoting more cellphone adverts.