The relaunch will enable Buongiorno – which posted revenues of €132.2m (£113.7m) for the first half of 2009 via partnerships with more than 100 operators worldwide – to sell inventory from publishers including Dennis Publishing, SFR and Vodafone from a centralised buying point in London.
The global mobile company already works with advertisers including Adidas, Nokia and O2.
Adhish Kulkarni, MD of marketing services for Buongiorno, said its strategy was designed to offer advertisers simple reach into multiple markets.
“We’re bringing together all the publishers, inventory and clients we have. When we talk to media agencies, the only option they have to buy in multiple markets from one place is via AdMob. We feel this gives an alternative,” he said.
Campaigns will be managed via a central ad server with local ad teams in each market selling and managing clients.
Harry Dewhirst, co-founder of mobile agency RingRing Media, said, “In a time when much of the competition is exiting the market, this industry needs a business that streamlines the process and the associated costs for our clients to effectively reach the consumer via mobile.”
This story first appeared on newmediaage.co.uk