Alcatel-Lucent and 1020 Placecast partner to provide location-based mobile advertising service
ALU | Quote | Chart | News | PowerRating -- Alcatel-Lucent (Euronext Paris:ALU) (NYSE:ALU), a network technologies
company, and 1020 Placecast, a cross-platform location-based
advertising solution provider, announced on Thursday (21 May) they will
jointly provide mobile service providers and brands with a
location-based service, hosted by Alcatel-Lucent, that delivers
relevant messaging and advertising to mobile consumers who opt-into the
service.
The companies are offering a service that allows service providers to
support brands in reaching their target audiences in innovative ways.
As part of the service, 1020 Placecast utilises its ad engine to weave
location information into relevant messages, enabling brands and
advertising agencies with scalable, proximity marketing campaigns that
will be pushed to consumers' mobile devices in SMS and MMS formats.
Alcatel-Lucent, using its Geographic Messaging Services Platform (GMSP)
as a hosted service, tracks opt-in subscribers' locations on behalf of
the service provider and pushes mobile content to the subscriber when
and where is appropriate, based on the advertising campaign developed
and managed by the 1020 Placecast platform.
According to the company, the network service can support millions of
subscribers. It creates an environment where service providers and
advertisers can partner in developing and delivering a new generation
of revenue-generating mobile advertising services to customers.
The joint offering can for example enable mobile service providers to
offer consumers an opt-in service where they will receive a mobile
message offering a discount at a consumer's favourite retailer around
the corner on their way to work. The message could include the store
address, phone number, proximity to the customer and other brand and
carrier developed content. For subscribers, receiving messages and
advertising from brands subscribers care about, at the time and place
they are most interested in getting them, enhances the mobile
experience. By increasing advertising effectiveness in reaching brands'
target audiences, it generates increased advertising spend with service
providers.
The service, available in North America, delivers messages and
advertisements to any mobile device and screen without a capital
investment by service providers. Subscribers need to sign-up for the
service and select the kinds of messages and offers they want to
receive. Their privacy is protected because their exact location is
never revealed, only the fact that they have entered a designated
geographical area, the company said.
No financial details were disclosed.
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