Both Barrels Communications Ltd

Personalised TV guidance company Vizimo is one of nine launch partners announced today by mobile marketing services group Gigafone at the introduction of its Ochre digital advertising solution. Vizimo will provide targeted, profiled ad inventory within its mobile TV guides, to brands and their agencies, via the Ochre solution.

Gigafone’s Ochre tackles the issue of market fragmentation which, to date, has largely prevented the development of effective and creative digital campaigns. Ochre will unify, into a single solution, the four major parts of the mobile advertising ecosystem: campaign creation, planning, distribution and result measurement, providing brands, agencies and mobile operators a holistic and simplified view of the advertising ecosystem.

With demography requirements and purchasing characteristics changing on a campaign by campaign basis, Ochre has been designed to address the issues associated with mobile advertising. Advertisers will be able to switch delivery channels at the click of a button, making sure content-rich information gets to the right person at the right time. In turn this means consumers will receive relevant and timely information about products that they are interested in, and advertisers can reduce wastage generated from blanket campaigns.

This dovetails neatly with Vizimo’s mobile capabilities, whose personalised TV guide enables Vizimo to build up a profile of each user’s personal viewing preferences. Simon Steward, Vizimo’s CEO, said: “In conjunction with Vizimo, the Ochre solution will enable advertisers to effectively target people who watch TV, but without the inherent wastage of normal TV advertising. Instead, content delivered will be personalised and targeted, based on user preferences, and provide a high degree of measurability.”

Vizimo also white labels its capabilities to TV guide publishers. “The combination of three elements – the quality of our profiling, the highly personal nature of TV viewing and what TV guide publishers know about their own readers – means that together we can build up an even better profile of a user. So ultimately, via Vizimo, such publishers will own their own ad inventory which they can populate with highly targeted, contextual adverts, via Ochre,” added Simon Steward.

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About Gigafone
Gigafone, the mobile marketing solutions group, enables operators to monetise mobile marketing. It employs more than 100 mobile technology and marketing experts around the world with offices in Russia, Asia-Pacific and Europe. It is a member of the Mobile Marketing Association and an Associate Member of GSMA. For further information, visit www.gigafone.com.

Rich messaging service Palringo is one of nine launch partners announced today by mobile marketing solutions group Gigafone at the launch of its Ochre digital advertising solution. Palringo will provide targeted, profiled ad inventory to brands and their agencies via Ochre.

Ochre provides brands, agencies and mobile operators with a holistic and simplified view of the advertising ecosystem. The intention is for Ochre to tackle the market fragmentation which, to date, has largely prevented the development of effective and creative digital campaigns. The aim is to unify, into a single platform, the four major parts of the mobile advertising ecosystem: campaign creation, planning, distribution and result measurement.

Palringo’s role in the ecosystem is as a distribution mechanism. Kerry Ritz, Palringo’s CEO, said: “The location and profile information of the Palringo user base will enable Gigafone and its Ochre solution to provide content that our users will find both relevant and useful. Palringo inventory is a real alternative to the failed experiment of replicating the banner advertising of the web in the mobile environment.”

With demography requirements and purchasing characteristics changing on a campaign basis, Ochre has been designed to reduce the risk of mobile advertising. Advertisers can now switch delivery channels at the click of a button, making sure content-rich information gets to the right person at the right time. In turn this means consumers receive relevant and timely information about products that they are interested in, and advertisers can reduce wastage generated from blanket campaigns.

“Palringo has always been more than simply a messaging service; it has always been a marketing platform-in-waiting. During 2009 we expect to be making real progress towards targeted, contextual content,” added Kerry Ritz.

“We’ll design its insertion carefully so that our partners’ attractive marketing content is consumed, but we’ll also be ensuring that we don’t detract from the usability of the service. Usability is one of the reasons that Palringo has been successful to date,” said Ritz.

“The fact that content will be targeted will, if it changes anything, add to our users’ enjoyment of Palringo. This personalisation is why mobile is different: people will look at content if it’s engaging and interesting and relevant,” he concluded.

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About Gigafone
Gigafone, the mobile marketing solutions group, enables operators to monetise mobile marketing. It employs more than 100 mobile technology and marketing experts around the world with offices in Russia, Asia-Pacific and Europe. It is a member of the Mobile Marketing Association and an Associate Member of GSMA. For further information, visit www.gigafone.com.

About Palringo
Palringo makes instant messaging work on mobile. The service combines walkie-talkie style voice (vocal instant messaging), the real-time text chat functionality of instant messaging and the ability to share pictures, all within the context of a discussion. The service supports both one-on-one and group discussions, and enables real-time dialogue that can incorporate users from across the globe, on any mobile network or connected PC. Palringo supports connections to other popular instant messaging services. The application is available for free from www.palringo.com.