Mobile marketing firm Phonevalley has announced a strategic agreement to create customised mobile advertising solutions, technology and metrics that will run across Microsofts mobile web properties, including the Microsoft Media Network, Bing and MSN. The packaged solutions will be available in 14 markets worldwide, including the UK, France, Italy, Spain, Germany and the US.
Phonevalley and Microsoft Mobile Advertising will work together to design packaged mobile advertising solutions for six industry verticals: luxury, retail, entertainment, automotive, travel and financial services. For an automotive manufacturer, for example, the package could include a customized mobile Internet site, which would display specific product lines and new cars, and encourage consumers to visit car dealers through a Test Drive booking tool and a dealer locator function on the site. To efficiently drive the most qualified audience, the package would take advantage of the ad formats and new, targeted mobile media features such as behavioural targeting developed by Microsoft Advertising.
Additionally, the companies say, by utilizing data from dedicated vertical research and post test results, advertisers can further improve the efficiency and efficacy of their campaigns to better engage with their target mobile audiences.
Microsoft Mobile Advertising General Manager Charles Johnson says:
As mobile advertising becomes more of a mainstream digital advertising medium, our collaborative work will help advertisers plan, execute and measure their mobile campaigns more effectively and ultimately, will enable them to harness the untapped potential of mobile advertising.
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