Telephia and Third Screen Media Announce Partnership
Posted by Oliver
It appears to be official; two of the biggest and most influential players in mobile media are joining forces to capitalize on their respective strengths and as a result provide a significantly improved product to their customers. Telephia, one of the leaders in mobile content measurement, and Third Screen Media, the developers of a robust web-based mobile advertising content management and delivery system have each managed to carve out a respectable niche for themselves in what is a nascent but exploding market, however, their pairing yields a far more valuable product.
By using the intelligence garnered by Telephia’s data acquisition to more specifically control the management and delivery of mobile advertising I fully expect that companies making the foray into mobile advertising will discover that their initial results are substantially improved over other forms of media via any number of metrics.
The demographic and psychographic slicing and dicing that Telephia is capable of providing can be the catalyst for delivering highly appropriate, highly valued advertisements that arrive on the consumer’s handset at the times when he or she is “statistically speaking” most likely to be in the mood to buy something or at least be favorably inclined towards one brand over others in the crowd.
With the size of the market and the richness of the data that Telephia collects added to the precision with which Third Screen is capable of delivering the content, this could be a combination that challenges what now stands as the dominant paradigm in the marketing world. I will hedge my bet and suggest that the key dominant online advertisers are well aware of the importance of the mobile market and with nearly 3 billion handsets distributed around the globe (vs. about 350,000,000 PC’s) you’d have to be pretty blind indeed to miss the writing that is on the wall.
Don’t be surprised then, to see mergers and acquisition announcements either related to the subjects of this post or their nearest competitors as this space heats up and the web giants decide to get serious about getting in on the game.
