Spanish international carrier Telefónica has launched a mobile advertising solution from Amobee across its portfolio of 18 European and Latin American mobile markets.

The majority of the launches – including the O2 units in the UK, Ireland, Germany and the Czech Republic and Telefónica’s operations in Spain, Mexico, Argentina and Chile – are already live, Amobee said Monday, and serving brand campaigns. The remaining properties will have begun offering campaigns by the end of the year, the firms said.

O2 UK released details of its new mobile advertising offering last week. On December 2nd the firm launched O2 More, an opt-in programme for subscribers that will match user data with voluntary preferences and deliver mobile adverts accordingly. O2 predicted this would enable it to offer highly personalised campaigns for its advertisers. Over 50 brands have already signed up to the More scheme, including Adidas, Cadbury, Interflora and Blockbuster, O2 said.

O2’s subscribers signing up to More will receive no more than one ad per day. Unlike past attempts at mobile advertising, like Blyk, the carrier is offering no incentive except for the ad content itself. At launch, offers will include discounts from high street retailers and restaurants, special holiday offers and trials of new services or information about forthcoming launches.

“Amobee is playing a vital role in helping us to monetize our assets and realize the full potential of mobile advertising, but not to the detriment of customer experience,” said Tanya Field, Director of Mobile Data Group at Telefónica S.A. “Amobee’s mobile advertising platform seamlessly leverages our existing user data for targeting, while providing advertisers and marketers easy access to our premium inventory to enable them to get their message across quickly, effectively, and globally.”