The business is designed to place ads at the most appropriate time and match them more closely to user demographics.
The unit comprises Nokia Media Network, which aims to boost reach to consumers through advertising on mobile publishers and operator partners, such as AccuWeather, Discovery and Reuters.
It also includes Nokia Interactive Solutions, headed by Sandy Agarwal, which creates mobile campaigns using banner ads, mobile internet sites and mobile coupons.
Marcus Tan, head of publisher network for Nokia Interactive, argues that the mobile channel needs to move beyond push marketing, which involves unsolicited messages, to consumers to relevant opt-in content.
“We understand the need to be mindful and respectful of mobile users. We want to give them control as well as the relevant data that they will want more of.”
Mobile adspend in Asia- Pacific is predicted to grow to US$6.8 billion by 2012.
Nokia Interactive Advertising was created when the Finnish mobile firm acquired Enpocket in October 2007.
Nokia set to roll out mobile ad division
SINGAPORE - Nokia has unveiled a mobile advertising unit, Nokia Interactive Advertising, to boost mobile marketing in Asia-Pacific.
