Oracle Launches Oracle Communications Marketing & Advertising

Oracle has announced the general availability of Oracle Communications Marketing and Advertising, a new application that enables network operators to securely execute targeted mobile advertising and marketing campaigns.

Historically, the effectiveness of mobile advertising has been hampered by advertisers’ inability to deliver targeted offers. Oracle Communications Marketing and Advertising changes this direction as an application that allows network operators to execute targeted mobile advertising campaigns based on subscribers’ demographic, usage and location information.

By unifying the network operator’s subscriber data and providing flexible campaign management tools, the application makes network operators more attractive business partners for advertisers and agencies.

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Product features include pre-built interfaces and pre-defined templates tailored for a variety of users including advertisers, ad agencies and publishers. The application also offers self-service tools that empower advertisers to create campaigns and monitor their effectiveness, while providing network operators secure control over the use of network resources. The ability to both ‘push’ bulk messages to a large number of subscribers and to integrate advertising into ‘pull’ messages – responses to subscriber interactions, such as text message voting for a reality TV show adds to the effectiveness of this app. Finally, Oracle offers support for advertising delivery via short message service (SMS), multimedia messaging service (MMS) and Wireless Application Protocol (WAP) push.