Deutsche Telekom expands mobile advertising offering

Feb 15, 2011

  • New solutions for dynamic growth market
  • Personalization and security for customers
  • Already a success in Germany and Greece
  • Soon to be launched in the U.S.

Deutsche Telekom is to expand mobile advertising as part of its Telco Plus strategy. New formats and channels will be developed this year, while marketing will start in additional countries. T-Mobile USA will also launch first offerings on the North American market in 2011.

Deutsche Telekom is already active in mobile advertising in more than ten European markets. Examples include banner ads on the personal mobile start page and the opt-in messaging programs which recently started in Germany and Greece, where customers can choose to receive personalized SMS and MMS-based advertising content.

The technology behind these offerings is a new globally standardized platform that meets all key requirements, while also allowing the integration of local features. Its high level of flexibility enables the use of a wide variety of different mobile channels and formats: Apart from banners and SMS/MMS, this also includes new channels like the idle screen client, an application that delivers a personalized mix of content and advertising directly to the device. So that additional advertising customers and information providers can be integrated into their own offerings, Deutsche Telekom is now working in partnership with mobile advertising specialists Vienna-based Out There Media. The goal is to be one of the leading providers of mobile advertising in every Deutsche Telekom market.

The key advantages of the offering are: intelligent targeting, high reach, easy booking via different channels and comprehensive reporting for advertisers. In the medium term, integrated campaign modules across all screens are planned: online, mobile, tablets and IPTV all the way to digital outdoor advertising. Customers will receive relevant messages and information providers will gain access to additional attractive revenue sources.

Growth is also in store on the marketing side: Deutsche Telekom already owns InteractiveMedia - a leading, first-class advertising marketer for digital media in Germany - and will continue expanding its portfolio here too.

The customer experience has to be right
"We want to offer mobile advertising solutions that, from the customer's perspective deliver interesting content with concrete benefits and relevant advertising," says Edward R. Kozel, Chief Technology and Innovation Officer of Deutsche Telekom. "This is why Deutsche Telekom believes in opt-in and information tailored to the customer's personal interests. Customers should have complete control over what advertising they receive, if any."
According to calculations carried out by Informa Telecoms & Media, the market for mobile advertising in Europe and the U.S. reached a volume of more than USD 0.5 billion in 2010. With high double-digit growth rates it will be worth more than USD 5 billion by 2015. On top of that come substantial revenues from mobile search advertising.

About Deutsche Telekom AG
Deutsche Telekom is one of the world's leading integrated telecommunications companies, with over 129 million mobile customers, around 37 million fixed-network lines and approximately 16 million broadband lines (as of September 30, 2009). The Group provides fixed network, mobile communications, Internet and IPTV products and services for consumers and ICT solutions for business and corporate customers. Deutsche Telekom is present in around 50 countries and has over 250,000 employees worldwide. The Group generated revenue of EUR 64.6 billion in the 2009 financial year - over half of it outside Germany (as of December 31, 2009).

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