Sprint, Telefónica Forge ‘Global Advertising Alliance’

The third largest mobile operator in the United States, Sprint, announced Wednesday that it is teaming with Telefónica to create one of the largest mobile advertising alliances in the world.

Through this agreement, between Telefónica Digital, the digital innovation arm of Telefónica, and Pinsight Media+, powered by Sprint, the two companies will collaborate on ways to enable global brands to potentially reach more than 370 million mobile customers across the United States, Europe and Latin America with targeted advertising.

According to this morning’s announcement, Sprint and Telefónica will explore efficient ways of providing global advertisers and agencies with new and easier options to plan multicountry mobile campaigns.

For now, the efforts will largely be concentrated on the United States, Brazil, United Kingdom and Germany. However, the long-term intention is that the network will grow further in scale, particularly to include Asia.

“This agreement fulfills a need in the advertising market for meeting the mobile advertising requirements of global brands,” says Mike Cooley, vice president of New Ventures at Sprint. “Through this alliance, we are seeking to efficiently expand our capabilities to deliver mobile marketing solutions for U.S.-based advertisers into Europe and Latin America, while Telefónica Digital aims to do the same for their regional customers in the United States.”