Vodafone has 'fulfilled its ambition' in the mobile ad space and is now offering inventory across its properties in 18 markets.

The operator says that despite the unfavourable economic conditions its has experienced 'strong' mobile ad revenue growth in 2008/09 and is planning to extend the network further this year through partners including Mobilkom, Proximus, Vodacom, and China Mobile.

The news comes a day after Voafone unveiled the first part of its new app strategy.

Ad initiatives currently under trial at Vodafone are zonal marketing (ads received based on realtime location) and an enhanced ad-based browser for opt-in customers.

It is also offering the myCampaign ad management solution to small businesses in Germany and Czech Republic.

Vodafone says 2,000 brands have used its various ad channels so far, including Coca Cola, Diageo, General Motors, Mercedes, P&G, Unilever, Nestle, McDonalds, BM and Disney.

The standard inventory on offer comprises banner campaigns, branded content, sponsored alerts, opt-in push messaging and text messages.

Rick Fant, Head of Internet Discovery at Vodafone, said: “We are an ambitious company in a leadership position and we have big plans for this space. Vodafone has always been an innovator in its products and services, in its technology and most importantly in its customer offering. So over the next year it’s natural for us to continue to invest in and improve our offering for all of customers – be they consumer & business subscribers or our brand & agency customers around the world”.