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Telefonica and Sprint partner on global mobile advertising push


Matt Ablott

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Telefonica and Sprint have formed a mobile advertising alliance to provide a platform for brands to target the two operators’ 370 million mobile subscribers worldwide.

The deal is a tie-up between Telefonica Digital, the Spanish-based operator’s digital arm, and Pinsight Media+, US operator Sprint’s recently-launched advertising arm.

The pair say they will “explore efficient ways of providing global advertisers and agencies with new and easier options to plan multi country mobile campaigns”.

The initiative will initially target the US (via Sprint) and European and Latin American markets (Telefonica) but plans to grow “further in scale, particularly to include Asia”.

“Through this alliance, we are seeking to efficiently expand our capabilities to deliver mobile marketing solutions for US-based advertisers into Europe and Latin America, while Telefonica Digital aims to do the same for their regional customers in the United States,” said Mike Cooley, vice president of New Ventures at Sprint.

In addition to the agreement with Pinsight Media+, Telefonica is also part of the ‘Weve’ joint venture in the UK (with Vodafone and Everything Everywhere) to provide mobile marketing and m-commerce services there.

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