New advertising service promises "in-the-moment" targeting and optimization capability based on customer interests
October 02, 2012
Mobile Marketing Association Conference – NEW YORK – Oct. 2, 2012 – Consumers seem to use their mobile device to navigate, inform and engage nearly every moment and decision in their day. In an effort to reach consumers in-the-moment, Sprint (NYSE:S) today announced the creation of Pinsight Media+TM, a new advertising service that gives advertisers the power to reach consumers on their mobile device in a more personalized way.
“Pinsight Media+ was designed to drive substantial value for brands, advertisers and publishers,” said Mike Cooley, vice president of New Ventures at Sprint, who will oversee Pinsight Media+. “This new service offers advertisers the latest in custom campaigns, targeting and insights.”
Partnering with well-known brands
Pinsight Media+ has partnered with Amobee to build a sophisticated mobile advertising platform capable of delivering targeted ads. With guidance from digital-led, integrated brand agency Digitas, Pinsight Media+ is building an ecosystem where well-known brands, such as WhitePages, and advertising networks, including Jumptap and Hispanic-focused mobile ad network RedMas, can effectively connect with third-party publishers such as AccuWeather, Scout by Telenav and Sprint’s 2Zona Latina.
At the heart of the Pinsight Media+ service is Sprint’s commitment to provide customers choice and control. Building on the existing segmentation targeting used today, the new program allows customers to choose whether they would like to share anonymous information about the way they use their mobile device. Targeted ads will appear on Sprint-owned and -operated properties, such as Sprint.com online and mobile; Sprint Web on-deck portal for mobile; and Sprint Zone, as well as third-party publisher properties. Sprint customers will continue to see advertisements online and in ad-supported applications and content, regardless of whether they have opted in to receive usage-based targeted ads. The targeted ads will be more relevant to the user’s personal interests.
Delivering targeting as smart as the device
“Sprint has been a leader in bringing smartphones to customers,” said Bill Malloy, chief marketing officer, Sprint. “Pinsight Media+ is the next evolution in delivering the content consumers want on their devices. With Pinsight Media+, brands are able to deliver relevant solutions – marketing as a service – in the moments that matter.”
Malloy introduced Sprint’s new mobile advertising service during a panel session titled “Consumer Mobile Advertising and Engagement In-the-Moment” at the Mobile Marketing Association’s Smarter Mobile Marketing conference today in New York. Tony Weisman, president, Digitas, moderated the panel. Trevor Healy, chief executive officer, Amobee, and Barry Lee Myers, chief executive officer, AccuWeather, joined Malloy as panelists.
“This is an exciting moment for advertising,” said Weisman. “The traditional methods of reaching consumers via batch processing and cluster targeting are being replaced with real-time, one-to-one dialogue between brands and people that is valuable, empowering and irresistibly relevant. Digitas is excited to support Sprint in their pursuit to deliver a leading carrier ad platform.”
"By partnering with Sprint, Amobee helps provide scale, features and capabilities as a first step to unlock the value within the Sprint network, driving substantial value for its large brands and advertisers," said Trevor Healy, chief executive officer, Amobee.
“Mobile operators understand consumer behavior very well. By utilizing the analytics to tightly match consumers’ needs and preferences of consumers with hyper-relevant content, offers and advertisements in real-time, it is a win-win for all parties involved. A program like Pinsight Media+ is exactly the type of service that operators need to launch to enable them to open up new revenue streams for the future,” said Chetan Sharma, co-author of the seminal book on Mobile Advertising and president and founder of Chetan Sharma Consulting, a management consulting firm.
About Sprint Nextel
Sprint Nextel offers a comprehensive range of wireless and wireline communications services bringing the freedom of mobility to consumers, businesses and government users. Sprint Nextel served more than 56 million customers at the end of the second quarter of 2012 and is widely recognized for developing, engineering and deploying innovative technologies, including the first wireless 4G service from a national carrier in the United States; offering industry-leading mobile data services, leading prepaid brands including Virgin Mobile USA, Boost Mobile, and Assurance Wireless; instant national and international push-to-talk capabilities; and a global Tier 1 Internet backbone. The American Customer Satisfaction Index rated Sprint No. 1 among all national carriers in customer satisfaction and most improved, across all 47 industries, during the last four years. Newsweek ranked Sprint No. 3 in its 2011 Green Rankings, listing it as one of the nation’s greenest companies, the highest of any telecommunications company. You can learn more and visit Sprint at www.sprint.com or www.facebook.com/sprint and www.twitter.com/sprint.