Nokia Interactive, the mobile advertising arm of mobile handset giant Nokia, has launched a new business called ‘Ad Labs’ that will train the staff of advertising agencies on the intricacies of mobile advertising.
At present they will have offices in London and Boston.
Vice President and Head of Mobile Advertising for Nokia, Mike Baker says, “We want to be a catalyst, in the mobile advertising ecosystem. It is seen as somewhat of a black art, practiced in a cottage-industry fashion.”
He further explains that with several mobile ad technologies now available, discussions about reach and measurement are no longer relevant, but rather it is creativity (or the lack of it) that is responsible for holding back the medium.
This move is expected to bring mobile advertising out of the shadows and into the main stream, and thus turn it into a full-fledged marketing medium.
This program will be aimed at integrating various mobile advertising formats, thus improving customer engagement. Through this programme advertisers will be able to plan and execute campaigns, with their target audience in mind, and they will also be able to measure their campaign’s effectiveness.
Several companies like Mobiqa, Mobile Acuity and uLocate have already signed up for this alliance. These companies are already providing facilities such as image recognition, digital coupons, mobile barcodes and location based targeting.
Through this program, it is hoped that advertisers will be able to optimise mobile advertising, as the mobile phone is a very versatile gadget and can influence customers in various ways through out the day, but at the same time it is not easy to run these campaigns due to the fragmentation in the industry.
Nokiaâ€™s efforts to streamline the industry and help advertisers reach their target audience have been appreciated by both advertisers and agencies.