Nokia has announced the launch of the Nokia Advertising Alliance, which, it's claimed, will simplify mobile advertising for brand advertisers.
According to Nokia, the program brings together leading mobile marketing solutions, including couponing, location-based targeting, image recognition, and other emerging technologies, to offer advertisers a simple way to increase consumer engagement.Brands can work with Nokia to combine the reach of mobile advertising on the Nokia Media Network with the latest mobile technologies for more effective campaigns.
"Mobile is maturing into an effective advertising medium, however, the fragmentation of certain technologies makes it hard for some programs to scale," said Brian Bos, Senior Vice President, Convergence Director at MindShare-Team Detroit. "We applaud Nokia's efforts to streamline this evolving market and make it easier to manage our clients' mobile advertising investment."
"To realise truly integrated advertising, it's imperative that major brands can make use of a range of mobile services. The Advertising Alliance brings together the most innovative technologies in the market, and brings trust to brands who want to use them," said Scott Heron, Director of Digital Services at Wunderman.
Members of the Alliance are integrated with the Nokia Media Network allowing brands to plan, execute and measure mobile advertising campaigns through a single Nokia interface. A range of companies have been initially certified as Members of the Alliance, including i-movo, Mobile Acuity, Mobiqa, and uLocate, with many additional members in testing. Leading brands from the automotive to entertainment industries have built campaigns using the Nokia Advertising Alliance.
"Succeeding in mobile requires much more than a banner ad alone. Brands have the opportunity to deliver immersive, highly engaging experiences to consumers. The Alliance gives brands access to a range of novel mobile ad experiences from one trusted vendor," said Mike Baker, VP and Head of Nokia Interactive Advertising.
Nokia Interactive Advertising includes:
– The Nokia Media Network which gives reach to millions of mobile consumers through advertising on more than 100 blue-chip mobile publishers, operator partners and Nokia properties.
– Nokia Interactive Solutions that creates end-to-end, high performance mobile campaigns for brands from banner ads, mobile internet sites and location finders to mobile coupons, click-to-call and other advanced mobile mechanics.