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Vodafone and Telefonica Take Stakes in Mobile Ad Agency

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The mobile advertising group, Amobee Media Systems has announced that both Vodafone and Telefonica have made minority investments in the company, joining Sequoia Capital, Accel Partners and Globespan in funding Amobee through its next stage of development.

The value of the investments are not being disclosed at this time.

Amobee Media Systems software supports digital ad delivery to all mobile content and communication types, including WAP and mobile web, mobile games, mobile video and mobile messaging. The company launched its first live consumer trial in March of 2006 and has now several commercial operator launches including Vodafone in Greece, Czech Republic and Spain.

"Mobile internet is fast emerging as a mainstream information, entertainment and transaction source for people on the move. We see a tremendous opportunity for brands to target segments that traditional media reach less efficiently and help them run truly integrated communication campaigns." says Frank Boulben, Vodafone's Director of Strategic marketing & Communication Planning. "We're working with Amobee in three markets to develop mobile advertising approaches that will deliver revenue for Vodafone whilst ensuring our customers enjoy a richer mobile experience, "

Mobile advertising presents an unprecedented potential to increase reach for advertisers. According to Pyramid Research, by 2010, one billion new mobile subscribers will join the current base of 2.8 billion. Further, according to Informa, worldwide mobile advertising will rise to $11.35 billion in 2011.

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