ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Airwide, TietoEnator create advertising platform

Mobile messaging application provider Airwide Solutions has teamed up with European IT service provider TietoEnator to provide an integrated mobile advertising platform to customers.

The platform is designed to offer customers an end-to-end service for managing the mobile advertising ecosystem, and creating and managing mobile advertising campaigns.

"We want to help advertisers deliver personalized, interesting, inspiring and fun campaigns to mobile phones," said Brenda Suarez, head of corporate communications for Airwide, Burlington, MA. "The integrated advertising platform supports multiple advertising models and interactive campaigns with a single solution.

"Also, TietoEnator focuses on a different part of mobile than Airwide does," she said. "So, together we cover a broader spectrum of the value chain."

Airwide provides an ad-optimized service delivery platform encompassing multichannel ad insertion, personalization, usage tracking, as well as revenue management. TietoEnator complements the offering, providing operators with capabilities for ad sales support, booking and targeting.

The integrated service can be linked with existing ad networks and ad management systems as sources of ads and ad revenue.

Also, the integration with operator network capabilities allows advertiser invoicing and targeting of advertising campaigns based on subscriber location, device, presence and social network information.

The cross-channel support enables building a complete profile of the subscriber, usage history and individual preferences that allows segmentation and ad targeting on a subscriber level also in other channels.

"The Airwide mobile advertising platform allows mobile operators to generate significant new revenue streams by being in a position to attract big brands and external advertisers," Ms. Suarez said.

"Operators can create sponsored person-to-person and application-to-person messaging campaigns, run targeted SMS, MMS and WAP Push and browsing campaigns and distribute personalized banner advertising," she said.

TietoEnator's cross-advertising service covers ad booking and management and enables campaign creation and advertiser customer management.

"Mobile is a great challenge to advertisers as it's an entire new medium," Ms. Suarez said. "With the integrated solution advertisers can make it act in a more traditional manner."