Alcatel-Lucent has launched its Advertising Selection Server through its subsidiary Gettings and unveiled EPlus group in Germany as the first customer for the service.
The Advertising Selection Server features advanced targeting algorithmsa , and is designed to help mobile operators sell advertising inventory across a variety of formats, including SMS and MMS Push, mobile websites, Ringback Tones, pre- and post-roll video ads, and in-game advertising.
The solution is a key element of the Gettings business model around mobile advertising which was developed through extensive collaboration between Alcatel-Lucent and E-Plus group in the creation of new service features and system testing. Gettings enables advertisers to deliver targeted mobile advertising campaigns to all customers of the E-Plus group in an opt in model.
In the Gettings application E-Plus consumers choose between three packages – S, M and L – where they will receive between 10 and 25 mobile ads per week, in return for 1, 1.5 or 2 of credit. The Advertising Selection Server enables users to provide their preferences so they receive only mobile ads that interest them.
Advertising must not be perceived as a nuisance. This is especially true for ads on a mobile phone, says Daniel Euler, managing director of E-Plus Gettings. Mobile Advertising only works if it strictly centres around the recipients' interests.
The Advertising Selection Server provides mobile service providers with a single platform that is able to deliver a mix of push and pull targeted advertising campaigns tailored to an individual subscribers opt in preferences. The solution also offers a user-friendly interface for inventory and campaign management and acts as a single front-end for advertising players, with a suite of APIs for tight integration with third party services, profiling, and billing systems. The solution is generally available worldwide as a turnkey product, or as a hosted service.
Alcatel-Lucent says the Advertising Selection Server supports its broader personalized content and advertising strategy, which is geared toward enabling the delivery of relevant, interactive and personalized advertising to consumers over communications networks of all kinds.