Nokia, one of the world’s largest manufacturers of mobile handsets, is making a play to become one of the largest mobile media networks. It announced yesterday at the Mobile World Congress the Nokia Media Network would go global with a roster of newly signed publishers.
The Nokia Media Network, which has served parts of Europe, Scandinavia, and Asia, will now open to a global audience including North America, Canada, South America, Brazil, Mexico, China, Russia, and areas of Europe not previously served by Nokia. Competing ad networks include Quattro Wireless, Millennial Media, and AOL’s Third Screen Media.
Sites such as AccuWeather, Discovery, Hearst, Reuters, and Sprint joined the Nokia network; Sprint ads were previously served by Enpocket, which Nokia acquired. The network is also comprised of Nokia properties, including its mobile social networking siteMosh, Nokia.mobi. Additional properties, which Nokia has either built or acquired over time, include Navteq and Gate5 GPS navigation services; Twango and Ovi photo sharing sites; game platform N-gage; and other opportunities for advertisers.
“These are areas we’re exploring the right way to incorporate advertising, the mantra being respectful and relevant,” said Mike Baker, VP and head of Nokia Interactive. “We are spending a lot of time and focus on the right way to incorporate advertising serving, compiling a way of ad serving across these services.”
BMW, Paramount, and MobiTV are among the brands that have advertised on the network. Inventory consists of standard Mobile Marketing Association compliant ad units, both graphical banners and text links. “The point of the network is to give a uniform ad unit and ability to purchase and track campaigns on a worldwide basis,” said Baker. Separately, the Nokia Interactive unit is working on the creation of new mobile ad units.
To serve the needs of global publishers and advertisers, Nokia expanded the account management and sales teams in many of its offices throughout the U.S., Europe, and Asia.
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