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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.
Comments on this story may be sent to tww.feedback@m2.com
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