America Móvil is introducing an end-to-end mobile advertising solution provided by Ericsson in Latin America. América Móvil subscribers will be able to get advertisements tailored to their interests through their mobile devices.
Research conducted by the Ericsson Consumer Lab in Latin America has shown that consumers are positive about receiving offers and promotions from brands on their mobile phones as long as certain hygiene factors are in place. In the study consumers stated relevance, control and agreement as key requirements to ensure a positive end-user experience.
Based on the Ericsson Ad Orchestrator platform, the solution will enable América Móvil to deliver targeted ads based on consumer preferences to individual network users via various mobile channels. Using campaign management tools and measurement reports, advertising agencies can easily create and maintain their advertisement campaigns.
América Móvil is committed to creating opt-in programs in accordance with legal requirements, giving customers the choice whether or not to receive the ads.