Sprint, Time Inc. team for mobile content, advertising alliance


Sprint Nextel (NYSE:S) will preload branded content from Time Inc. on select devices, offering subscribers access to entertainment, lifestyle, sports and business news.

Time content will be available within a customizable section of the Sprint Zone account management application, pulling stories, photographs and video clips updated in real time from publications including Time, People, Fortune, Sports Illustrated and Entertainment Weekly. Sprint subscribers will be able to customize their content and experience by brand.

Sprint and Time will also collaborate on mobile advertising solutions leveraging the carrier's Pinsight Media+ targeted advertising service. The two firms will be given access to each other's respective premium mobile properties and audiences to extend the reach of client ad campaigns. In addition, Time will provide content optimized for Sprint retail stores, enabling employees to demonstrate device and digital media capabilities.

Time Inc.'s media platform stretches across 21 magazines, 26 websites and more than 80 mobile products, engaging 138 million U.S. consumers each month. Its properties also generate more than 20 percent of total advertising revenues derived from U.S. consumer magazines.

Sprint launched Pinsight Media+ in 2012 in partnership with mobile advertising services provider Amobee. Pinsight Media+ connects marketers and third-party publishers with mobile advertising networks including Jumptap and RedMas: Sprint subscribers can select whether they wish to share anonymous information about their location and mobile device activities, with customers who consent to the program receiving targeted ads delivered across operator-owned properties like Sprint Zone and the Sprint Web on-deck portal, as well as third-party properties.

Earlier this year, Sprint teamed with European communications giant Telefónica to create a multinational mobile advertising network reaching more than 370 million subscribers across the U.S., U.K., German and Brazilian markets. The venture builds user profiles based on apps and mobile websites they access.

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