Eyeblaster arms agencies for mobile channel integration

By Giselle Tsirulnik

December 10, 2008

Integrating mobile into existing channels

Ad agency MediaCom London has tapped Eyeblaster's third-party-served mobile campaign tool that syncs online and mobile channels under one platform.

This news could represent a major breakthrough in mobile advertising. MediaCom used Eyeblaster Ad Campaign Manager to serve ads across the Nokia Media Network. The campaign, promoting the latest services from mobile operator T-Mobile, spans across multiple mobile and online publishers.

"The lack of integrating mobile analytics and ad serving for agencies has been a concern in the mobile media market," said Amit Rahav, vice president of marketing at Eyeblaster, New York.

"Until now, there has only been publisher ad serving technology mobile," he said. "Now, marketers will be able to break through the common barriers agencies often face with mobile channel integration."

Channel Connect for Mobile, the new offering from Eyeblaster, allows agencies and advertisers to seamlessly integrate mobile into the digital marketing mix, making mobile campaigns easier to plan, create, execute and measure alongside other channels.

"This is a breakthrough for the mobile marketing industry," said Stefan Bardega, director of digital at MediaCom, London. "The introduction of 3rd party mobile ad serving will have the same effect on mobile ad spend as it did for web spend.

"It will undoubtedly be the key catalyst for growth as it affords independent tracking of both delivery and performance, which up until now MediaCom sees mobile as a key area for growth over the next 5 years and as such we will be looking to set the standards for mobile marketing and drive innovations such as this," he said.

The technology adds simplicity, accountability and reliability to mobile advertising, and removes barriers to adoption for agencies by providing them with tools widely used already in online channels.
With the new tool, MediaCom is able to serve ads to multiple mobile publishers while receiving third-party delivery data, unified cross channel reports and real-time optimization.

"Mobile technology is the optimal medium to keep up with today's digital consumers and, for the industry to move on to the next level, agencies have to embrace more efficient ways of buying mobile media," said Tom Henriksson, head of Nokia Interactive Advertising. "We're excited that the Nokia Media Network is the first network to be part of this ground breaking project."

Comments on "Eyeblaster arms agencies for mobile channel integration"

1. Jonathan Lin says:

   December 10, 2008 at 1:31pm

   It’s great to see that Nokia is supporting 3rd party ad serving and shares our belief that end-to-end interoperability is fueling mobile ad growth. This same model was the blueprint for establishing the internet as a premiere advertising channel, and we are excited to see mobile move toward the same direction. Ringleader Digital has been providing 3rd party ad serving since 2007, and is happy to see others utilizing this type of architecture. Check out our post about Nokia’s announcement and what it means to the industry here: http://www.ringleaderdigital.com/ringside/?p=156