Mobile networks join forces for advertising push

The UK’s five physical mobile phone network operators are collaborating on a project to promote advertising via mobile devices.

Phones

Coming soon to a mobile near you.adverts and lots of them.

Vodafone, T-Mobile, Orange, O2 and 3 confirmed in a joint statement that they plan to appoint the Internet Advertising Bureau to help push mobile advertising as a marketing medium.

With mobile data speeds steadily improving and the ability to surf graphic rich web pages on phones now commonplace, the mobile operators now see the humble mobile or smartphone as prime advertising real estate that has so far gone largely untapped.

Some mobile operators are battling falling voice call revenue as users increasingly turn to email and text messaging, both yielding lower profit margins, and see advertising as a powerful revenue stream as it allows brands to target consumers based on their location and at times of the day when they are otherwise hard to reach.

The IAB said a survey towards the end of 2007 with 40 senior-level marketers found that mobile advertising was viewed in much the same way as online advertising was in 2000 - lacking standards, measurement systems and case studies to support the medium.

"These are exciting times for the industry -- consumers are becoming more acquainted with mobile as a marketing medium and increasingly accepting of relevant, targeted advertising on their handsets," said Shan Henderson, head of mobile advertising and industry development, at Vodafone.

Featured Resources

Four cyber security essentials that your board of directors wants to know

The insights to help you deliver what they need

Download now

Data: A resource much too valuable to leave unprotected

Protect your data to protect your company

Download now

Improving cyber security for remote working

13 recommendations for security from any location

Download now

Why CEOS should care about the move to SAP S/4HANA

And how they can accelerate business value

Download now

Recommended

The best 4G network
Mobile

The best 4G network

28 Sep 2020
Verizon joins Facebook advertising boycott
social media

Verizon joins Facebook advertising boycott

26 Jun 2020
Vodafone to remove Huawei equipment from its core networks
5G

Vodafone to remove Huawei equipment from its core networks

5 Feb 2020

Most Popular

macOS Big Sur is bricking some older MacBooks
operating systems

macOS Big Sur is bricking some older MacBooks

16 Nov 2020
46 million Animal Jam accounts leaked after comms software breach
Security

46 million Animal Jam accounts leaked after comms software breach

13 Nov 2020
How computing has revolutionised Formula 1
Sponsored

How computing has revolutionised Formula 1

11 Nov 2020