News
Zamano launches ad buying division
Tim Green Jul 3 2008, 3:49pm
Zamano has created a mobile ad unit to negotiate bulk buying discounts for its content provider partners.
The company has already agreed an agency deal with Yahoo and Vodafone to offer WAP inventory at reduced cost to its existing customers.
Zamano provides messaging and billing services via 3G, SMS, MMS, WAP and IVR into all UK, Irish and Australian operators. The launch of an ad buying unit is an obvious next step as its mobile content provider clients are among the most enthusiastic purchasers of WAP banner inventory.
Declan Pettit of Zamano said: “We have such well-established relationships with operators that we are able to bulk buy ad inventory from them for discounts. So it makes sense for us to offer a new agency service to our clients. That way, they can make valuable cost savings. They can also save time – instead of dealing with dozens of operators, they can just talk to us.
“We do see ourselves as a partner, not just a supplier. We prove this by sharing the discount that we get from our purchasing power with our partners.”
Zamano is already in discussions with all operators in the territories in which it operates, plus off-portal sites with the highest traffic.
It expects to announce more formal partnerships soon.
The new ad unit continues Zamano’s strategy to offer an end to end solution for partners that complements its existing offering of a mobile white label solution comprising billing, content management services and powerful reporting tools.
Zamano has launched its new service at a time of growing interest in mobile as an advertising medium. According to market watcher Informa, the global mobile ad market will hit $12.09 billion by 2013, up from $1.72 billion this year. It says that 80 per cent of mobile ads are currently generated by mobile content providers.
Meanwhile WAP page impressions are also soaring. According to the Mobile Data Association, 17 million people accessed the Internet on their mobiles in December 2007. This equates to 23 per cent of mobile users in UK.
