Vodafone launches targeted advertising option for mobile versions of websites

Telecom operator Vodafone has signed agreements with advertising sales companies to sell targeted advertising on the mobile versions of websites, introducing a new feature, based on each user's profile characteristics, Vodafone has announced. The mobile advertising service, which is called AdPlus, uses several profile criteria, such as the potential revenues, age, sex, location or the type of mobile phone used to view a certain website. “Brands could select the personalized viewer segments and send specific messages to each group on every mobile website,” said Horatiu Dimulescu, manager with Mobile Advertising of Vodafone Romania. The advertising sales agencies which have signed agreements with Vodafone are Arbo Interactive, F5 X-Media and Splendid Interactive. Splendid Interactive will expand the partnership with Vodafone Romania on the Libertatea, Can Can and Capital websites. F5 will implement Adplus on Realitatea, Cotidianul and Standard's mobile versions of the websites. AdPlus currently offers eight mobile advertising channels: SMS Insert, SMS Push, MMS, banners in mobile internet websites and in Vodafone live!, inserts in the Vodafone bill, advertising on Vodafone.ro and Youthsms.ro