Mobile advertising solutions provider Amobee announced on Tuesday (February 26, 2013) that it had established "exclusive" partnerships with four of the region's "leading mobile operators"-Globe (from the Philippines), SingTel (Singapore), Telkomsel (Indonesia) and Optus (Australia)-to provide them with access to use its "publisher-side mobile advertising platform" called PULSE for Publishers.
According to Amobee executives, PULSE for Publishers "is now fully operational in the region and gives these large operators the ability to lead the mobile advertising ecosystem in Asia with data-rich, privacy compliant inventory" and enables the four operators to "enhance mobile inventory with targetable user data, [in turn] enabling brands to achieve better results by reaching the right consumers, at the right time, in the right place, with the right offer."
Allen Lew, CEO of Group Digital Life at SingTel, and Ernest Eu, the CEO of Globe, who were on hand to comment on this announcement, both expressed recognition of the increasing effectiveness of mobile advertising. As such, "by working with Amobee, the SingTel Group is extracting value from our unique assets-the scale of our regional customer base and our deep customer insights-to offer mobile advertisers the most mileage out of their spend," Lew said, "With the rich data we have, they can benefit from a more targeted and segmented customer reach. At the same time, our customers will benefit from personalised, highly relevant and non-intrusive mobile ads which are delivered in a legally compliant manner."
"The Philippines is one of the fastest growing, mobile-centric markets in the world, where nearly every Filipino owns a mobile device rather than a computer. Therefore, it has become crucial that advertisers and brands stay on top of consumers' minds with relevant mobile ads," Lu said. "Our partnership with Amobee will be essential in providing the most intuitive mobile offering to brands looking to leverage our unparalleled reach in this market."
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