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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

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US based VAS company Telenity has announced that it has acquired mobile platforms and applications startup Construia. Construia has four products, Cryomodule a solution for operators that allows MMS service to subscribers with broken or invalid MMS configuration on their handsets; MMS Ads Platform inserts audio-visual ad content into messages that subscribers send to each other; MMSC Antivirus and Bulk MMS platform.

Construia founder Enver Altin has joined Telenity as Product Manager in charge of the company’s mobile marketing initiatives. Telenity will integrate Construia’s product into its line of mobile marketing and advanced messaging products.

Telenity has also launched Canvas SmartAds, a location based mobile marketing platform which will deliver specific ads to targeted subscribers as per the location, giving more value to advertisers and mobile operators. The company claims that the platfrom can integrate with existing applications on the network and use them as delivery channels or offer missing delivery channels. According to the company website, Telenity powers BSNL’s location based services that was launched in 2007.

mOcean Launches Free MAST For Apps

Mobile advertising platform mOcean Mobile announced the launch of free mobile ad serving platform called MAST for Apps for iPhone and other smartphone application developers. MAST for Apps allows developers to sell and manage their own mobile ad space and currently is available in a live beta period.

According to Dave Gwozdz, CEO, mOcean Mobile, MAST for Apps will help  developers increase their profits by allowing them to manage their own ad inventory by giving them access to tools that were only available to Web publishers. The platform has features such as enhanced targeting, real time reporting and analytics, conversion tracking, yield optimization and rich media support. Once the platform is fully developed it will incorporate more features including a searchable directory of apps and cross marketing programme that will allow developers to drive traffic and downloads fro their apps.

MAST for Apps is available for all platforms including iPhone App Store, Android Market, Nokia Ovi Store, Palm Pre App Catalog, Windows Marketplace for Mobile and BlackBerry App World. The company’s other products include MAST for Publishers, MAST for Advertisers and MAST for Networks.

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Openwave Launches Analytics DME

Openwave Systems Inc announced the launch of Openwave Analytics DataMediation Edition(DME). The DME will allow operators to know detailed network and usage information across wide operator data sources. The solution will identify mobile data trends and allow operators to make timely changes to avoid bandwidth problems while targeting business driving opportunities. The result also provides operators will a full view of their network, devices and services and enable them to optimism network resources and launch smart mobile services.

Argela Enhances Targeted Advertisement Platform

Telecom solutions company Argela announced the enhancement of itstargeted advertisement platform with new features and renamed it as Argela ADz-on. The platform offers services in five verticals, voice, messaging, TV, Internet and VAS. This allows operators to monetize subscriber touch points like, mobile, fixed, calling card and VoIP with interactive ads in pre call, in-SMS, IPTV and WebTV.

Telco Kyivstar To Use Comverse HUB Mobile Advertising

Ukraine’s mobile operator Kyivstar will use Comverse HUB mobile advertising platform for promotions of its products and services to subscribers via channels like SMS and self generated replies such as balance notifications with promotions of the operators products. Kyivstar has a subscriber base of 22 million.
Mobile advertising is part of Comverse HUB VAS that also  includes voice, messaging, mobile Intenet other than mobile advertising.

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