Publicis Groupe Phonevalley, the mobile marketing agency, has announced a strategic agreement to create customised mobile advertising solutions, technology and metrics that will run across Microsoft’s mobile web properties, including the Microsoft Media Network, Bing and MSN. The packaged solutions will be available in 14 markets worldwide, including the US, the UK, France, Italy, Spain and Germany.
Phonevalley and Microsoft Mobile Advertising will work together to design innovative packaged mobile advertising solutions for six industry verticals: luxury, retail, entertainment, automotive, travel and financial services. For example, for an automotive manufacturer the package could include a customised mobile internet site, which would display specific product lines and new cars.
The customised site would encourage consumers to visit car dealers through a ‘test drive’ booking tool and a dealer locator function on the site. To efficiently drive the most qualified audience, the package would take advantage of the innovative ad formats and new targeted mobile media features such as behavioural targeting developed by Microsoft Advertising.
Additionally, by utilising data from dedicated vertical research and post test results, advertisers can further improve the efficiency and efficacy of their campaigns to better engage with their target mobile audiences.
Alexandre Mars, Phonevalley CEO and Publicis Groupe head of Mobile, said: “Our mobile alliance strengthens the relationships between Microsoft Advertising and Phonevalley’s parent company, Publicis Groupe. It further reinforces VivaKi’s strategy to build a market leader in digital communications, in an increasingly mobile world.”
Charles Johnson, general manager at Microsoft Mobile Advertising said: “As mobile advertising becomes more of a mainstream digital advertising medium, our collaborative work will help advertisers plan, execute and measure their mobile campaigns more effectively and ultimately, will enable them to harness the untapped potential of mobile advertising.”