zamano corporate blog

Everyone seems to be obsessed with mobile advertising at the moment: Operators see it as a chance to generate vast new revenues, while brands are dazzled by the promise of a ubiquitous and personal new media. But mobile content providers are arguably most excited of all.
 
I read recently a telling comment by Mark Curtis, who runs the hugely successful mobile flirting community Flirtomatic. He said WAP banner advertising can be 250 times more effective than ‘analogue’ advertising in magazines etc. This is because it removes the barriers of having to type in a shortcode and click on a WAP push. Also, these banners hit consumers who are already comfortable with the mobile internet – and are therefore more likely to be interested in a service like Flirtomatic.
 
But it’s not all roses. There remains a shortage of good WAP inventory for content providers. And because suppliers know this, the prices can be skewed pretty high. That’s why we at zamano decided to launch our own ad buying department this week. Basically, we’ve already got loads of content provider and brand partners for whom we supply various messaging, billing and interactive services. At the same time zamano has great relationships with all UK and Irish operators.
 
Having these relationships means we can negotiate bulk buying rates for our customers for ad inventory. Put simply, it’s cheaper and quicker to use us. We’ve already agreed an agency deal with Yahoo and we’re talking to other operators and off-portal sites with high traffic.