Vodafone looks to boost mobile advertising after rethink

Vodafone Group has vowed to continue operating in the mobile advertising sector following a strategic review of its business.

Earlier this year, the telecoms giant was considering axing its Vodafone Marketing Solutions service as part of a company-wide restructure.
However, a company spokesperson says Vodafone will now maintain the service and look to enhance it, as competitors such as Apple’s iAd scheme open up to advertisers.

Last year, Vodafone made its mobile advertising services available in 18 markets and vowed to continue to invest in its advertising offering by adding to its global reach through its network of operating companies, affiliates and partners.

The service, which is headed by Vodafone content services director Lee Epting, offers mobile advertising features such as promotional messages from brands relevant to their profile and their real-time location, full screen advertisements, apps, widgets and location-based advertising.

Vodafone Group marketing has been undergoing a restructure since Easter, led by group chief marketing officer Wendy Becker. The company says the majority of its consultation has been completed, though it is still seeking a replacement for global brand director David Wheldon and global director of customer insight Andy Moore, who left earlier this year.

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