From David Del Valle at MWC in Barcelona
Spain’s Telefonica is launching a multi-screen interactive advertising service covering mobile, Internet and TV that will enable advertisers to insert their ads into programmes, all tailored to the channel in question, and allow users to watch the ads and get more information if requested.
The service is being tested along with Sony Ericsson and Alcatel-Lucent and also allows for sponsored mobile phone services in exchange for personalised advertising.
According to the company the service will enable advertisers to “fine-tune their interactive campaigns and optimise their investment in accordance with the specific profile and uses of the clients for each platform: Internet, mobile phones and IPTV. In a similar vein, consumers receive high-value customised offers perfectly tailored to their individual tastes”.
The company stresses that mobile phones are set to become the next effective marketing platform and may account for E7.9 billion worldwide in 2010, with almost a third of this amount generated in Western Europe.