UK’s O2, Everything Everywhere And Vodafone Plan To Launch Mobile Ad Network

Posted on Mar 22 2012 - 6:20am by Editorial Staff

In an urge to do something big, UK’s three biggest mobile networks – Everything Everywhere, O2 and Vodafone are set to join forces and launch a new advertising network that will provide brands and businesses with access to their 37 million mobile subscribers through a number of targeted services, reports Marketing Week.

According to a document released by the European Commission, the publication has revealed what’s cooking on in the full extent of the joint venture which was earlier first proposed by three operators to create a cobranded mobile wallet service called as NFC mobile wallet service last year. Well, with the once the advertising joint venture come into effect, it will be like a “one stop shop” to sell and buy mobile ads across their payment service but also across publisher websites.

The proposal states four main advertising services:

  • Push SMS: Brands can contact the joint venture partners to send out SMS messages to customers opted in for marketing messages across the three networks.
  • Coupons and vouchers: Brands can place, offers, coupons and loyalty cards within the JV’s mobile wallet and related apps, and have the ability to track redemption.
  • Display advertising (own assets): JV will provide a portfolio of ad space across its assets, which include the joint-branded mobile wallet, mobile internet portals and apps.
  • Display advertising (third party assets): The JV will be able to sell advertising across third party publishers’ mobile websites.
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