Zad Mobile launches Mobile Advertising Platform with Smart Communications in the Philippines
(Business News, 14 Nov 2007 )
Zad Mobile and Smart Communications Inc. (SMART), the Philippines' leading wireless services provider, have launched a range of mobile advertising services, which will be delivered through Zad Mobile's Mobile Advertising Platform (ZMAP) that offers campaign planning, execution, and analyses across multiple mobile channels.
"Operators worldwide are taking a close look at mobile advertising and Smart intends to lead in this area," said Napoleon Nazareno, Smart's President and CEO. "We are using a model where we blend advertising into a range of value-added services. Given SMART's leading position, we will provide the advertising community with a targeted advertising channel of unprecedented reach. At the same time, we will put in place policies that protect the interests of our subscribers."
Smart Communications chose Zad Mobile based on its ability to deliver relevant ads across a broad range of channels and mobile services. The Zad Mobile platform targets ads using proprietary algorithms and a sophisticated user model which captures subscriber interests, attitudes and propensities across multiple inputs. This is then matched up to appropriate ads ensuring relevance for the user, optimal use of inventory for the operator, and high response rates for the brand.
By joining the Zad Mobile Ad Network, advertisers and agencies can access this platform through easy-to-use web interfaces that offer sophisticated campaign planning and execution capabilities, reflecting the way they do business today. Smart will present ad inventory on this platform and enable advertisers to reach targeted consumers.
"Mobile advertising is the first true example of mass customization in advertising," said Ori Sasson, CEO, Zad Mobile. "There's a wealth of information about the mobile user. Gathering it and making sense out of it requires clever technology. Using it to drive relevant mobile ads, while addressing subscriber concerns, is the sensible approach. Zad Mobile is innovating to lead in both these areas."
