Alcatel-Lucent launched a new product called an advertising selection server this week and announced a deployment with Germany’s E-Plus along with it.
E-Plus, a KPN subsidiary itself, set up its own subsidiary in March called Gettings to offer advertisers access to its customers for mobile advertising campaigns in exchange for free minutes, messages or vouchers. Gettings partners with European integrated targeting services provider Wunderloop and Alcatel-Lucent for the necessary technology.
Alcatel-Lucent’s 5931 Advertising Selection Server is a critical new element in its suite of digital media and advertising solutions. It provides a new level of control in the management of mobile advertising campaigns and features advanced targeting algorithms that makes it easy for mobile service providers to offer advertisers highly focused advertising campaigns.
This hosted solution was developed through extensive collaboration between Alcatel-Lucent and E-Plus group in the creation of new service features and system testing. It employs an opt-in model that enables Gettings advertisers to deliver targeted mobile advertising campaigns to all customers of the E-Plus group.
In the Gettings application E-Plus’ consumers choose between three packages - S, M and L - where they will receive between 10 and 25 mobile ads per week. The Advertising Selection Server enables users to provide their preferences so they receive only mobile ads that interest them. The selection server, in turn, gives service providers unique access to consumers through subscriber profile information.
In February, the Kelsey Group projected the mobile advertising market in the U.S. alone would grow from $160 million in 2008 to $3.1 billion by in 2013.
The Advertising Selection Server uses a single platform to deliver ads through SMS, MMS and WAP. It delivers both push and pull targeted advertising campaigns tailored to an individual subscriber preferences.
