By Roger Field
Service expected to improve targeting of campaigns and reduce spam
Telecom operator Batelco has launched a mobile advertising service in Bahrain after signing a deal with Velti Technology, a UK-based company that specialises in mobile advertising and marketing.
Under the deal, Velti will provide its Mobile Marketing Platform (MMP) to manage Batelco ’s mobile advertising strategies and campaigns. The platform will allow Batelco to plan, deliver and report on mobile advertising campaigns for leading brands, using mediums such as SMS, MMS, WAP banners and video.
“Mobile advertising will be the new media channel that will connect organisations directly to their target audience with instant results,” said Gert Rieder, CEO of Batelco Bahrain. “This service will generally benefit all mobile users by enabling them to receive the type of information that interests them. A major benefit of the service is that it will gradually help in eliminating spam messages.”
Batelco selected Velti partly owing to “the breadth of the relationships” the company has with global advertising agencies, which is critical to making best use of Batelco’s advertising inventories, according to Rieder.
Mobile advertising is widely expected to gain traction in the coming year. A recent study by Strategy Analytics indicated that global brands were preparing to double their spending on mobile advertising from $1 billion in 2008 to $2.4 billion in 2009.