Mobile ad platform Amobee Media Systems has received a minority investment from wireless giant Vodafone. Previous investors in the company came from Accel Partners, Sequoia Capital and Globespan Capital.

Amobee launched its first consumer trial last year. Since then, it has partnered with carriers such as Vodafone in Greece, the Czech Republic and Spain.

The company provides software delivering ads to a range of mobile content and formats including the mobile Web, WAP, games and messaging. Its system can support brand building, direct response and lead-generation campaigns.

Vodafone had released its first consumer charter earlier in October for mobile phone advertising, which the mobile telecommunications company wants other carriers to adopt, MediaPost reported.