Service Management

Oracle targets advertisers – with targeted advertising application…

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Oracle has launched a new application which enables network operators to deploy targeted mobile advertising and marketing campaigns...

Oracle has launched a new application which enables network operators to deploy targeted mobile advertising and marketing campaigns.

The new application, known as Oracle Communications Marketing and Advertising, allows network operators to execute targeted mobile advertising campaigns based on subscribers’ demographic, usage and location information – and is claimed by Oracle to be the only application capable of this.

Product features include:

  • Pre-built interfaces and pre-defined templates tailored for a variety of users including advertisers, ad agencies and publishers;
  • Self-service tools that empower advertisers to create campaigns and monitor their effectiveness, while providing network operators secure control over the use of network resources;
  • The ability to both “push” bulk messages to a large number of subscribers and to integrate advertising into “pull” messages – responses to subscriber interactions, such as text message voting for a reality TV show; and
  • Support for advertising delivery via short message service (SMS), multimedia messaging service (MMS) and Wireless Application Protocol (WAP) push.

The application unifies the network operator’s subscriber data and provides flexible campaign management tools, thereby allowing for more efficient targeted advertising. In this way, the application is expected to attract advertisers and agencies to network operators.

Shira Levine, Directing Analyst for next-gen OSS and policy at Infonetics, comments: “Mobile marketing and advertising is expected to grow significantly in the next several years, and network operators need to stake their claim in this lucrative opportunity area.  Oracle Communications Marketing and Advertising represents a significant step forward by enabling network operators to develop mobile advertising environments that attract advertisers and ensure their satisfaction.”

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