One of the more established providers of smartphone and tablet advertising solutions now has a premium offering.
Voltari Corporation, an established mobile media solutions provider, has now unveiled some of the future of its offerings, including a premium mobile marketing channel that is meant to open up a range of new opportunities for its current and prospective customers.
The name of this new channel is “Emporia”, which is being called a first of its kind within this marketplace.
The company has called its new mobile marketing channel the “first independent and transparent mobile channel for the purchase and sale of premium publisher inventory by a select group of advertisers.” Participants in Emporia will also include some of the leaders in the industry when it comes to data providers, as well as leading video and rich media ad unit hosts.
This mobile marketing channel was created in order to respond to an unmet need for practical and effective options.
The reason that Voltari developed Emporia in the first place is that the current offerings within this industry are greatly lacking when it comes to cost and effectiveness from both technology and service providers. This has led publishers to experience a considerable reduction in the advertising spend and has held back the value that is provided to advertisers by agencies.
Emporia has been designed to use the proprietary technology at Voltari, which pinpoints the engagement tendencies of each user in real time, across industry verticals. According to the acting CEO of the company, Richard Sadowsky, in a statement that he prepared, “Emporia will be an environment in which all the participants emerge as winners.”
Sadowsky also explained that the users of this mobile marketing channel will obtain engaging and high-impact ad units in the ideal moment. Publishers will be the primary recipients of the CPM, and advertisers will be able to tell that their mobile ads are being connected with premium content. These advertisements will be delivered to users through a method that will use the nature of mobile to its fullest. “We will be rolling out industry verticals in partnership with marquee specialty data providers and will be announcing our first data provider partnership in the next few weeks.”
The telecom giant has now announced the creation of its new business called Axonix.
Telefónica has now unveiled its new Axonix company, which is a mobile marketing firm that has been developed through the financial backing of the telecom company itself, in addition to the affiliates of the GSO Capital Partners of Blackstone.
The company made the announcement of its new business by way of a recent press release.
That press release showed that Axonix is the very first mobile marketing exchange program that the operator has ever created and operated. Now, Telefónica and Blackstone’s GSO capital will be using this tech to help to carve out a new sector for itself. The release also explained that MobClix would be the technology that would be used for powering Axonix.
The analytics tool from MobClix will ensure that the mobile marketing will be measurable.
The MobClix tool is designed to be used for mobile apps. This is vital to being able to track and analyze the success of specific ads or of larger campaigns.
Telefónica’s current director of global advertising sales, Simon Birkenhead, has now been appointed as the Axonix chief executive, so he will soon be leaving his present role in order to move into the new one. The newly created company will have its own entirely new team of executive management. It will have global operations that will be headquartered in London.
Although Axonix will be a business that is run independently from Telefónica, the mobile operator said that the company will still be able to take advantage of the existing advertising industry expertise, its financial credibility, as well as the worldwide reach of the two shareholders behind it.
The Telefónica CEO of digital service and innovation, Stephen Shurrock, explained that “Axonix is created specifically for the mobile advertising industry, using technology with a four-year heritage in leading this market to offer a central destination for operator-enriched advertising inventory.” He also stated that the company is proud to be the first company of its kind to both own and power an exchange platform for mobile marketing. Shurrock feels that this is a clear demonstration of the company’s dedication to placing the spotlight on digital services as they convert themselves into a digital telecom.
