Jinny Software, which provides personalised messaging and media solutions to the mobile industry, has signed an exclusive partnership agreement with Dubai-based communications company, MCN Holding,  one of the Middle Easts best-known full-service advertising, marketing and media groups, which has numerous affiliates and subsidiaries throughout the Middle East and Africa.
Under the terms of the deal, MCN will work exclusively with Jinny and its Advertising Engine when it seeks to buy mobile network advertising space on behalf of its clients. This will apply to SMS, MMS or other emerging, messaging-based advertising methods. Jinny Software will, in turn, utilise the expertise of MCN as it seeks to deliver guidance and overall direction on mobile advertising to its existing customer base, as well as new clients throughout the region.
The use of mobile communications for the delivery of targeted and effective advertising campaigns will grow rapidly, and is likely to become one of the most important media of the 21st Century, says MCN Media Vice President, Oussama Jamal. Our agreement with Jinny Software will make mobile advertising easier for operators and advertisers. Jinnys technology allows us to go directly to our target audience, but, more importantly, allows us to show our clients exactly who has responded to a campaign, in real-time, something which has not existed in the industry before now.
Built on Jinnys messaging and filtering technologies, the Jinny Advertising Engine has the power to deliver tailored advertising in a variety of ways. Ads can be inserted into any type of peer-to-peer messaging traffic, in real-time, and with sophisticated internal algorithms, the solution ensures that the ad is relevant and useful to its audience. Employing easy-to-use tools to allow advertisers to deliver tailored advertising, Jinmny says the Advertising Engine makes it easy for advertisers to send their messages to a large number of targeted consumers via mobile networks.
It is clear that in the early stages of this new business model for advertisement delivery, strategic partnerships are going to be crucial, says Declan OMahony, Jinny Software Chief Commercial Officer. Mobile operators have not had a lot of experience selling their multiple media channels to advertisers. With this agreement, MCN and Jinny can assist in bridging the gap between the advertisers and mobile operators.