Nokia is about to unleash its own kind of advertising network with a technology platform for serving advertising to mobile handsets, as well as a set of tools for ensuring that when they arrive they are contextually appropriate, showing as either text, visual, audio or video ads.
Nokia also said it has joined up with a collection of mobile publishers to form a mobile advertising network. It will offer a fully managed advertising service to operators and also offers the Nokia Advertising Connector which operates as an intelligent switch to feed ads to the device.
‘As advertisers struggle to reach personalized targeting with traditional media such as print and TV, mobile advertising is becoming an increasingly attractive channel for brands,” said Tom Henriksson, Director of Nokia Ad Service at Nokia Emerging Business Unit.
‘We have completed a number of pilot campaigns with advertisers and mobile publishers for testing the Nokia ad serving technology and consumer experience. The feedback has been very positive from all parties.”
Nokia says its Ad Service can fulfill global mobile campaigns, help agencies to offer mobile advertising, and help publishers looking for new mobile business models.
Nokia Ad Service will begin operations in Europe now and globally in the second half of 2007.
Nokia Advertising Connector enables delivery of targeted ads to mobile devices. Ads will be closely tied and optimized to specific multimedia applications, such as reading digital newspaper content, watching TV, listening to music or looking at directions on maps, says Nokia.
Nokia this week also made a number of announcements aimed at rejuvenating its N-Gage gaming platform, as a part of all of its handsets. Nokia announced updated software development tools for N-Gage, a new testing program for its SNAP Java gaming platform.
Nokia introduced a range of games for the platform including Gameloft’s Asphalt 3, Street Rules, Brothers In Arms, Hell’s Highway, Brain Challenge, Midnight Pool and EA Mobile’s FIFA 2008.