Airwide unveils Mobile Advertising Solution

Airwide Solutions has announced a mobile advertising solution that enables mobile operators to effectively capitalise on the growing demand for mobile marketing and advertising.

The new solution, which has already been deployed at Blyk, the pan-European mobile operator targeted for 16 to 24 year olds funded by advertising, enables operators to better promote their services and brand differentiation, as well as support multiple advertising models and interactive sales campaigns.

Due to its ubiquitous, always available and highly personal nature, mobile has the potential to become the preferred digital marketing channel.

The Airwide Mobile Advertising Solution is the fastest way for operators to ad-enable their service delivery platform to take advantage of this revolution.

The Airwide Mobile Advertising Solution lets operators tap directly into messaging and browsing streams enabling unprecedented control for campaign execution.

Unlike other solutions, the Airwide Mobile Advertising Solution also enables proactive discovery and targeting of appropriate advertising content to recipients based on their preferences, history and profile information.

The Airwide Mobile Advertising Solution was selected by Blyk to support its mobile advertising business through targeted, personalised ad insertion using messaging, multimedia push, and browsing services.

Airwide has played a significant role in building Blyk's unique service delivery platform, which is designed to deliver a free mobile phone service for young consumers in return for their interaction with relevant brand advertising.

For advertisers, Blyk offers a medium to run highly targeted and fully measurable advertising campaigns by using its multiple creative ad formats.

For advertisers and agencies, Blyk enables mobile advertising in an entirely new way making planning, booking and designing mobile campaigns as simple and effective as advertising in traditional media.

Airwide is playing a key role in delivering the infrastructure to manage ad insertion in a reliable, real-time and easy-to-access manner.

The Airwide Mobile Advertising Solution is a robust, yet modular service delivery platform, optimised for the advertising business model.

Converting conventional service delivery platforms to support ad-funded services can be a costly and lengthy process, while the Airwide solution can be brought in with standard interfaces for an immediate service launch capability.

"While demand for and interest in mobile advertising are accelerating, mobile operators still need to ensure that they enter this arena with proven and reliable solutions that are flexible enough to adapt to the evolving nature of mobile advertising as it is still in its early stages," said Jay Seaton, CMO of Airwide Solutions.

"This solution is unique in that it lets operators leverage the value of user profile data along with a multichannel delivery strategy for the most effective and targeted mobile advertising approach on the market today".

Key benefits of the Airwide Mobile Advertising Solution include the following.

Extending advertising to person to person messaging: the combination of the Mobile Advertising Solution with Airwide's core competencies in mobile messaging infrastructure provides customers with a unique opportunity to provide ad insertion into person-to-person (P2P) and application-to-person (A2P) messages.

This enables operators and advertisers to leverage the untapped inventory of billions of P2P and A2P messages to cost-effectively reach the broadest possible target demographic audience.

Capitalising on the power of mobile messaging 2.0: in accordance with the principles of Mobile Messaging 2.0, Airwide's Mobile Advertising Solution delivers on the design goal of packaged, best-of-breed components that can be rapidly and reliably deployed, and evolved in a gradual, as-needed manner.

Operators deploying Airwide's messaging components such as routers and gateways can simply extend the solution through an additional component that connects with their existing systems to enable ad insertion for all supported messaging types and browsing.

An end-to-end solution: Airwide is the only supplier of mobile infrastructure able to provide an end-to-end solution for the creation, management and delivery of mobile advertising across all data channels.

Traffic, subscription and campaign management solutions complement the Mobile Advertising Solution for the delivery of content-rich, targeted and relevant advertisements to mobile subscribers.

The business intelligence and revenue management capabilities provide the necessary reports to analyse effectiveness and penetration of individual campaigns, while managing the complex revenue sharing resulting from this new value chain.

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