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|Gigafone makes mobile advertising easy with the launch of Ochre|
New digital advertising solution from Gigafone tackles fragmentation, launches open marketplace with nine partners
Mobile World Congress, Barcelona - 16th February 2009: Gigafone, the leading mobile marketing services group, today launches its new digital advertising solution Ochre. Responding to market demand for an easier, more joined up approach to mobile advertising, Ochre is a vendor agnostic solution designed to provide brands, agencies and mobile operators with a holistic and simplified view of the advertising ecosystem. Launching with nine partners from across the advertising value chain - planning, creation, delivery and measurement, Ochre will tackle market fragmentation that is preventing the development of effective and creative digital campaigns.
As companies are seeking a more focused and effective use of their advertising spend, agencies and brands are looking to better their return of investment in new advertising media. While full of potential, today’s mobile campaigns are no more measureable or targeted than TV and online. To become more prominent in the marketing mix, mobile must be part of a seamless cross-platform advertising proposition. Currently, however, the four major parts of the mobile advertising ecosystem – campaign creation, planning, distribution and result measurement are fragmented.
“Today’s fragmented mobile advertising ecosystem creates a catch-22 for advertisers and agencies. Measurement and planning on mobile are difficult and this dramatically reduces the propensity for brands to invest in mobile advertising in a turbulent economic environment. While existing mobile advertising campaigns fail to break new ground, there is little to measure, distribute and plan,” said Gregory Khaldey, Chief Executive Officer and President of Gigafone.
The key to Ochre is allowing advertisers to choose the best mobile delivery channel for individual campaigns by utilising the intelligent analysis and reporting facility built into the solution based on previous campaigns. Ochre combines sophisticated booking and planning tools with user generated profiling and historical campaign analysis to allow advertisers to make an informed choice over which delivery mechanism will resonate best with the consumers they are looking to engage with. Gigafone has brought together mobile advertising innovators including Xtract, Vizimo, Palringo, Aditon, Yodel Digital, Icom Group, Liquid Air Lab, Sponge Group and OwnSkin as launch partners for the Ochre solution.
With demographic and purchasing characteristics changing on a campaign by campaign basis, Ochre has been built to cope with the complexity of mobile advertising. Advertisers can now switch delivery channels at the click of a button, making sure content rich information gets to the right person at the right time, meaning consumers receive relevant and timely information about products that they are interested in and advertisers can reduce wastage generated from blanket campaigns. Ochre provides the transparency required to optimise advertising campaigns to ultimately improve return on investment.
“Ochre will remove the barriers holding back growth in mobile advertising by removing risk from the mobile channel and fostering creativity,” said Gregory Khaldey, Chief Executive Officer and President of Gigafone. “With launch partners in planning, creation, distribution and measurement, Ochre enables brands and agencies to experiment with mobile and track the results. Brands and agencies can then use those results to plan their next campaign – perhaps with different creative and distribution channel. It really will end the fragmentation threatening to curtail mobile advertising’s potential – to the benefit of the entire ecosystem.”
Mick Rigby, Chairman of launch partner Yodel Digital, commented “We are drawn to the Ochre solution because we believe it will provide us with the sort of targeting and metrics that help us plan for our clients more effectively. Combined with the broad range of delivery channels, we now have a wider range of potential inventory which will complement our existing campaigns running on traditional mobile advertising networks”.
Kerry Ritz, CEO of mobile messaging service Palringo said "The location and profile information of the Palringo user base will enable Gigafone and its Ochre solution to provide advertising that our users will find both relevant and useful. Palringo inventory is a real alternative to the failed experiment of replicating the banner advertising of the web in the mobile environment."
Launch partner Vizimo with its highly popular TV listings application offers the users a natural means to build up their viewing preferences and for Vizimo to recommend content. Simon Steward, Vizimo's CEO, said: "In conjunction with Vizimo, the Ochre solution will enable advertisers to effectively target people who watch TV, but without the inherent wastage of normal TV advertising. Instead, content delivered will personalised and targeted, based on user preferences, and provide a high degree of measurability."
Gigafone is recruiting additional partners to join the Ochre solution over the coming months, and is also working closely with leading brands and agencies to provide a tailored experience with a range of relevant delivery channels for all digital campaigns.
Gigafone will be exhibiting at the Mobile World Congress in Barcelona 16 – 19 February 2009 at Stand AV 16, located on the main avenue. Further information is available from: www.gigafone.com.
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Gigafone, the mobile marketing services group, enables operators to monetise mobile marketing.
Gigafone’s new Ochre digital marketing solution is a vendor agnostic offer designed to provide brands, agencies and mobile operators with a holistic and simplified view of the advertising ecosystem. Ochre tackles the fragmentation preventing the development of effective, creative mobile and digital campaigns.
Gigafone employs more than 100 mobile technology and marketing experts around the world with offices in Russia, Asia-Pacific and Europe. It is a member of the Mobile Marketing Association and an Associate Member of GSMA.
For further information, please see: www.gigafone.com .