Traditionally, advertising agencies offered creative services and media purchase services to their clients. From the time mobile advertising has gathered pace, it has resulted in a realignment of the revenues generated by such advertising companies. The telecom operators and new advertising agencies have benefited greatly from this re-alignment gaining a bigger share of the revenue in the advertising space.

Now, TELiBrahma's® GenieTik for Agency™ gives any advertising agencies that wish to move into this exciting space of mobile advertising, a great opportunity to create integrated marketing campaigns while leveraging their expertise in traditional broadcast media. It enables agencies to create high impact time sensitive mobile advertising by integrating context and communication.

TELiBrahma's GenieTik for Agency™ is a platform that allows advertising agencies to customize and run mobile advertisement campaigns that are integrated with traditional media. Since the agency owns the delivery platform for mobile campaigns, it gets to keep the most of the revenue generated using this medium as well as get a share of revenue from the telecom operator for the traffic generated by the campaign.

GenieTik for Agency™ is based on open standards and can support multiple campaigns for multiple clients at the same time. What's more, agencies can collect and analyze data from each campaign for reports and analysis in order to assess the effectiveness of each campaign. Over time, the response data can be analyzed to create targeted campaigns with more personalization and sophistication. Agencies also have the opportunity to create cross-brand campaigns that combine campaigns from multiple clients wherever possible in order to increase the value of such individual campaigns to the end user.

For example: Advertising agencies can use GenieTik to create interactive campaigns around events such as Music Concerts, Sporting Events and Cultural Events

GenieTik for Agency™ opens up possibilities for running localized campaigns since the GenieTik™ platform can determine the customer's location. A low set up cost and "location awareness" which is built into the system allows agencies to run localized versions of national campaigns in a cost effective manner. In the US and the EU market local advertising is limited to outdoor banners and FM stations; GenieTik™ opens up the mobile media as a cost effective and targeted channel for localized advertising in different languages suited to different cultures.

Since each campaign can be tracked down to individual messages sent and responses received, it is much easier to measure the campaign expenses and the effectiveness of the campaign. Agencies can offer their clients a measurable ROI model that is easier for the client marketing executives to sell to finance managers.