Mobile operator Telefonica (NYSE: TEF) is running a mobile search-based advertising service connected to its movistar emocion portal — it says it is the first such service to be offered in the country. Ads include banners on the home page and on content vertical sites, as well as sponsored search links within the channels dedicated to games, images and music. JumpTap, the company providing the solution, claims that in the first months of the deal, it sold out inventory twice on the site — although it doesn’t happen to mention how much inventory it offered in those early days. Some of the big-name advertisers to date include Sony (NYSE: SNE) Ericsson (NSDQ: ERIC), Warner Music, Gameloft (EPA: GFT), Vivendi (EPA: VIV) Games Mobile, Coca-Cola, Buongiorno (BIT: BNG), Terra, Barclays Bank, PrisaCom and BMW. One area Telefonica might avoid, though, is SMS-based advertising: a recent study by M:Metrics into the prevalence and effectiveness of this showed that Spanish mobile users got the most SMS ads, but were least responsive to them. Telefonica/JumpTap release
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