JumpTap Makes European Debut with Telefnica

David Murphy

Mobile search and advertising company JumpTap has revealed that that it has launched services on Telefnica, the first operator in Spain to bring a complete search and advertising solution to the mobile screen.
JumpTap has deployed a comprehensive mobile search and advertising solution for Telefnica, serving contextual banner ads on the home page and throughout the content verticals on the operators Movistar emocin portal, as well as delivering sponsored search links within the Games, Images and Music channels. 
In the first months of working together, JumpTaps search and advertising solution twice sold out Telefnicas entire display advertising inventory, which the company says is a first for any mobile operator. Sony Ericsson, Warner Music, Gameloft, Vivendi Games Mobile, Coca-Cola, Buongiorno, Terra, Barclays Bank, PrisaCom and BMW are among the first advertisers to launch mobile campaigns on the portal.
It was essential we deployed a search and advertising solution that would enhance the user experience without being intrusive, says Susana Rodriguez, Director of Online and M-Commerce at Telefnica. The mobile screen is too small to make mistakes. The JumpTap solution seamlessly integrated into the Movistar emocin platform and delivers search results with highly relevant sponsored links associated to the search, along with high impact, contextual advertisements throughout the portal.
Although mobile advertising is still in its infancy, says Rodriguez, major brands are already recognising the huge potential offered by this new medium.
Advertisers are recognising that no other channel comes close in terms of combining audience reach with the ability to interact on a personal level with targeted subscribers, as well as having the results associated with their campaigns in an online way, she says.
Telefonica is Spains largest mobile operator in market and every month, the Movistar emocin receives over 4 million hits. As the majority of Telefnicas handsets are WAP-enabled, the number of mobile searchers and browsers is expected to rise dramatically over the coming years. Jupiter Research predicts by 2011, that over $13 billion will be spent on mobile advertising annually.
We are delighted that a globally recognised regional market leader is taking such a big leap forward with new technology the way Telefnica has done, says , says JumpTap President and CEO, Dan Olschwang. It demonstrates a tremendous commitment to the future of mobile marketing. This move will undoubtedly be commercially beneficial for advertisers who now have access to a new, young demographic on the most interactive and personal medium we have seen to-date.
JumpTaps solutions are already deployed by numerous operators worldwide, but Telefnica represents JumpTaps first commercial deployment in Europe, and is a clear indication, the company says, that the mobile search and advertising industry, which is currently more advanced in the US, is rapidly becoming a reality in Europe.