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Sprint and Telefonica Collaborate to Create Mobile Advertising Alliance

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February 20, 2013

Sprint and Telefonica Collaborate to Create Mobile Advertising Alliance

By Rajani Baburajan, TMCnet Contributor

Mobile advertising is a lucrative business opportunity for service providers and content providers alike. According to a recent research from Informa (News - Alert) Telecoms & Media, mobile advertising is expected to reach $12.8 billion by 2013 – a growth of almost five billion dollars from 2012.

As investment in mobile advertising accelerates, global brands are increasingly seeking media partners who can deliver insights and access to scaled audiences at a global level.

In a significant development in the mobile advertising industry, communications provider Sprint (News - Alert) has partnered with Telefónica to create a mobile advertising alliance that aims to meet the mobile advertising requirements of global brands.

The new alliance, formed between Telefónica Digital, the digital innovation arm of Telefónica; and Pinsight Media+, powered by Sprint, will enable global brands to reach more than 370 million mobile customers across the United States, Europe and Latin America with targeted advertising.

Telefónica, one of the largest telecommunication companies in the world, has been pioneering mobile advertising, particularly in the United Kingdom, since 2009.

Telefónica Digital has led the way in Europe and Latin America in mobile advertising, championing consumer privacy, innovative targeting and impactful formats, allowing brands to reach their customers with the right message at the optimal time.

The immediate benefit of this partnership goes to advertisers because they can increase the audience reach across key regions with a portfolio of impactful advertising formats that are powered by deep customer insights, company officials said.

The companies will find out new ways to provide global advertisers and agencies with better options to plan multi-country mobile campaigns. The intention is that the network will grow further in scale, particularly to include Asia.

“Joining forces with Pinsight Media+ extends Telefónica’s geographic reach and builds on our ongoing strategy to make it easier for global brands to gain access to global audiences, no matter where they reside,” said Simon Birkenhead, director of Global Advertising Sales at Telefónica Digital.

Pinsight Media+ allows customers to choose whether they would like to share anonymous information about the way they use their mobile device. Pinsight Media+ then uses this information to provide targeted ads on Sprint-owned and -operated properties, such as Sprint Web on-deck portal for mobile and Sprint Zone.

“This agreement fulfills a need in the advertising market for meeting the mobile advertising requirements of global brands,” said Mike Cooley, vice president of New Ventures at Sprint, in a statement.

“Through this alliance, we are seeking to efficiently expand our capabilities to deliver mobile marketing solutions for U.S.-based advertisers into Europe and Latin America, while Telefónica Digital aims to do the same for their regional customers in the United States,” Cooley added.

Edited by Braden Becker

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