Mobile advertising solutions company Amobee says it has developed an advertising unit for the Windows Phone operating system. The ad unit, which is called User Generated Ad (UGA), will be available to brands and advertisers worldwide in Q2, 2012.
UGA will allow consumers to determine the ads they wish to receive on their Windows Phone based on their preferences and behaviors. It will be delivered in the form of a Live Tile directly to consumers’ Windows Phones and will allow users to determine what ads they want, and when they want them.
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According to the company, UGA will change the relationship between brands and consumers from a one-to-many relationship to a personal relationship. Furthermore, ads will be delivered in a rich media format, which will make the ads fun, interactive and effective.
Meanwhile, the Mobile Marketing Association (MMA), a leading global trade association for the mobile industry, has released an updated version of the MMA Universal Mobile Ad Package. (Read: Mobile Ad Package for Smartphones and Tablets)
“We have seen the early success of the Nokia Lumia handset and really believe that the Microsoft Live Tiles and Metro UI are a perfect format for delivering personalized ads directly to each user’s Windows Phone,” said Trevor Healy, CEO of Amobee. “Why should advertisers ever decide what users want? Let users get the ads and information they want, and when they want it.”
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As smartphones have become the ultimate personal devices, personalized mobile ads are a natural step forward in the evolution of mobile advertising. Just as each home screen differs from person to person, so do the user’s preferences when it comes to ads, which ultimately are the first step in a mobile transaction, believes Amobee.
Headquartered in Redwood City, California, with offices in Europe, Asia, Latin America and the US, Amobee enables its customers to run targeted mobile ad campaigns on a global scale.
It has financial backing from venture capital firms: Sequoia Capital, Accel Partners and Globespan Capital, as well as strategic investments from Motorola, Cisco and leading operators, Vodafone and Telefónica.
Photo courtesy: Amobee