• by David Goetzl  @dgoetzl, June 12, 2008

Nokia has launched an initiative looking to make mobile marketing an easier proposition for advertisers.

Called the Nokia Advertising Alliance, the group convenes expertise in potential operations such as couponing, "location-based targeting," "image recognition" and other opportunities. The goal is to facilitate campaigns via one Nokia interface.

Alliance members include i-movo, Mobile Acuity, Mobiqa and uLocate.

"Now brands can work with Nokia to combine the reach of mobile advertising on the Nokia Media Network with the latest mobile technologies for more effective campaigns," the company said.

"Mobile is maturing into an effective advertising medium, however, the fragmentation of certain technologies makes it hard for some programs to scale," said Brian Bos of MindShare in Detroit. "We applaud Nokia's efforts to streamline this evolving market and make it easier to manage our clients' mobile advertising investment."

"Succeeding in mobile requires much more than a banner ad alone," added Nokia's Mike Baker. "Brands have the opportunity to deliver immersive, highly engaging experiences to consumers, [with help from the Alliance]."