14 DAY TRIAL // Oracle recently announced the launch of a fresh platform aimed at offering new ways for carriers to deliver targeted mobile advertising and marketing campaigns, namely Oracle Communications Marketing and Advertising. According to the company, the most important feature of the application is the fact that targeted offers can be delivered with it, something that was unavailable until now.
“Oracle is dedicated to driving customer success through innovation. Oracle Communications Marketing and Advertising exemplifies this commitment by addressing the hurdles that have previously prevented widespread adoption of mobile marketing and advertising. With this new application, Oracle helps network operators capitalize on new revenue streams that leverage subscriber data and network resources to provide advertisers with new opportunities for targeted marketing,” said Dan Ford, vice president of product marketing, Oracle Communications.
Through the use of Oracle Communications Marketing and Advertising, carriers should be able to deliver more effective ad campaigns, based on “subscribers’ demographic, usage and location information,” the company notes. At the same time, the new application has been developed so as to unify the carrier's subscriber data and to offer flexible tools for campaign management.
Some of the features the app comes around with include: - Pre-built interfaces and pre-defined templates tailored for a variety of users including advertisers, ad agencies and publishers - Self-service tools that empower advertisers to create campaigns and monitor their effectiveness, while providing network operators secure control over the use of network resources. - The ability to both “push” bulk messages to a large number of subscribers and to integrate advertising into “pull” messages – responses to subscriber interactions, such as text message voting for a reality TV show - Support for advertising delivery via short message service (SMS), multimedia messaging service (MMS) and Wireless Application Protocol (WAP) push.
According to Shira Levine, directing analyst, next-gen OSS and policy, Infonetics, the mobile marketing and advertising should see a massive growth in the following few years, and carriers will have to make a move in the area to benefit from what it can offer. “Oracle Communications Marketing and Advertising represents a significant step forward by enabling network operators to develop mobile advertising environments that attract advertisers and ensure their satisfaction,” Shira Levine added.