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MWC 2010: Advertising & Analytics: Telenity, Omniture, Shazam, mOcean, OpenWave

Omniture Launches Video Measurement Within SiteCatlyst Adobe owned Omniture has announced a new mobile video measurement capability within Omniture SiteCatalyst. It will allow customers to measure video hosted on mobile optimized web sites and video embedded in iPhone applications. SiteCatalyst is one of Omniture's products which allow marketeers to measure online strategies and marketing initiatives. The video measurement will be useful to measure the impact of mobile channel on the overall video distribution and monetization, difference in video campaign effectiveness on mobile websites and iPhone applications and user interaction. Adobe had acquired Omniture for approximately $1.8 billion on a fully diluted equity value basis in October 2009.(release) Shazam Launches Shazam Audio Recognition Advertising Programme Shazam, a mobile discovery provider, has launched Shazam Audio Recognition Advertising (SARA) programme. The programme tags a commercial from an advertiser using Shazam music recognition technology. Consumers can interact with the commercial by accessing the Shazam service on their mobile devices and point the device in the direction of the commercial and hit the 'Shazam' button. Shazam recognises the specific advertisement via its audio recognition and returns results to the consumer. The service is already being used by clothing brand Dockers in the US for its campaingns at the Super Bowl. The programme also allows advertisers to assess the eddevtiveness of their campaigns. The company claims that 50 million people have used their music discovery service since it was launched seven years ago. Telenity Acquires Construia; Annouces Mobile Marketing Platform US based VAS company Telenity has announced that it has acquired mobile platforms and applications startup Construia. Construia…

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