The three-year contract will see Brainstorm roll out its mobile marketing platform to support Telefónica’s global operations through a variety of specialised solutions.
Jason Tunstall, director of mobile advertising at Telefónica said that the company has noticed a change across the advertising landscape in recent years with the arrival of personalisation and data services.
“Technology is fuelling this change giving marketing the opportunity to deliver absolute personalisation and ultimately delivering better engagement and accountability,” Tunstall said.
“The technology platforms we utilise, such as Brainstorm’s, provide innovative ways for brands to engage with our customers through a range of channels.”
Brainstom already operates in seven of Telefónica’s markets, including all of its European operations and most of those in Latin America.
Speaking exclusively to Capacity, Donald Stuart, CEO at Brainstorm, said: “We have been feverishly doing a lot of work around the world cup in Brazil, where [Telefónica has] a huge presence, and are doing some innovative location-based services around the stadiums for people attending.”
Stuart said that Brainstorm is looking to help Telefónica create some sophistication around the wholesale space and sees location-based services as a huge opportunity for network operators.
“I think it is going to be a big strategic choice for networks to operate in that space; to keep people on their infrastructure versus bouncing between different infrastructure providers,” Stuart added.
Telefónica has been placing a heavier focus on such location-based services and earlier this year, partnered with Big Data solutions provider Intersec for location advertising services.
