Mobile marketing milestone: Velti ropes in 'major US brand' in $27 million deal

Touting the reach of mobile as a whole, advertising tech specialist Velti has lifted the lid on a $27 million two-year deal to bring a "major US brand" to its platform.

The firm claims the deal is the "largest ever" seen in mobile marketing, with the unnamed brand in question set to utilise Velti's technology to drive engagement with its existing customer base.

Moving on up

The $27 million figure matters not only for Velti, but also the traction the industry as a whole holds, equal in Velti's words to the spend firm's typically dedicate to television campaigns.

"There is a massive opportunity for brands to engage with existing customers and build lifelong relationships," said Velti CEO Alex Moukas.

"Using data to predict and optimise engagement is a vital step in executing the right strategy; our work with this brand is a perfect example of a brand using Velti mobile technology to manage the lifecycle of its existing customer base."

Velti, of course, isn't the first firm to bring million dollar deals to the mobile market.

Apple's iAd famously launched with a bevy of $10 million ad campaigns on board, though major brands reportedly pulled out due to what some claimed was Apple's controlling hand over the campaign's creative.