Anuncios en Directorios (ADSA), the directory publishing subsidiary of America Movil, selected Amdocs software, consulting and systems-integration services as part of its strategic systems and business transformation initiative. ADSA will use the Amdocs Integrated Advertiser Management system to modernize and unify sales, ordering, fulfillment, distribution, customer management and self-service processes.

Amdocs has also announced it is working with mobile services providers Cellcity and MobeeArt to provide a mobile application and site creation solution to the South African directory company Trudon.

In addition, Amdocs will provide ADSA with change management and business transformation consulting and efficiency measurement tools to establish operational best practices. The company’s goal with ADSA is to transform its organization and operation to achieve better business agility, sales productivity and product monetization.

ADSA is the directory publishing subsidiary of America Movil (formerly Telmex) and owns multiple Spanish-language publishing directories, both print and online, across Mexico, Argentina, Colombia, Peru and the U.S., using the Seccion Amarilla brand.

ADSA is the incumbent directory publisher in Mexico, while offering competitive products in Argentina, Colombia and Peru. In the United States, it offers directories serving the Spanish-speaking market.

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The Scandinavian directory and local search player Eniro has unveiled a pay-per-click advertising network, which it calls Scandinavian Ad Networks. The product leverages traffic from Eniro’s own properties (including eniro.se, gulesider.no, krak.dk, and kvasir.no) as well as third-party partner sites to feed the network.

This launch is part of Eniro’s strategy of becoming a dominant player in digital advertising in Scandinavia. Eniro once had pan-European ambitions, but now is focused largely on three markets — Sweden, Norway and Denmark — where it hopes to solidify its place as the leading homegrown player in local search and online advertising. Eniro has largely divested its operation in Finland, though it maintains a voice (DA) business there.

A key partner in this effort is Amdocs, which provides the platform for Eniro to offer a pay-per-click advertising that is competitive with Google AdWords.

The new ad network is part of a clear effort by Eniro to be the dominant player in online advertising in the Nordic markets. From the press release:

The advertising platform is based on an open and user friendly interface where advertisers, either with the help of Eniro’s editors or by themselves, can design and publish pay-per-click advertisements in local search results and on branch-specific websites. The new platform can also be integrated smoothly into existing media agency systems for increased efficiency.

The pay-per-click market is growing rapidly and we will be a clear and relevant alternative. We have grown in the market are during 2010 and are planning for a continued growth rate, says Mathias Hedlund, Eniro’s SVP for group products and services.

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The Nordic directory and search company Eniro has signed a deal with Amdocs to use its digital advertising system to help power its expanding online advertising network.

According to Amdocs, the key elements of the deal are:

• Eniro selected Amdocs products and services to deliver digital advertising products under a managed services model, and support the day-to-day IT operations.
• Amdocs will provide Eniro with search and contextual ad serving using multi-dimensional targeting; ad campaign and budget management; and distribution partner management and analytics.
• Eniro will consolidate its multinational operations onto one Amdocs system to reduce operational costs and increase efficiencies, and to better monetize the growth in online traffic with its digital advertising offerings.

“Eniro is transforming its business from print dependency to online opportunities. A cornerstone of our online strategy is to strengthen our position in pay-per-click search advertising,” said Jesper Kärrbrink, President, Eniro Group, in a statement announcing the deal. “This initiative plays an essential part in our plan to grow faster in the Nordic online search market. Modern and sophisticated technology is crucial to deliver on this ambition.”

More from the press release:

“Eniro’s digital advertising operations are growing rapidly and today serve hundreds of thousands of advertisers in Sweden, Norway, Finland, Denmark and Poland. For example, its performance-based pay-per-click advertising is distributed across a network of 200 web sites.”

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