The deal follows the creation of the new director of mobile role at Microsoft’s Online Services Group. Microsoft lured Hugh Griffiths from O2, where he was developing the company’s approach and leading European trials for search and advertising.
Griffiths said of the deal: "Mobile is an important part of Microsoft's strategy and will play a significant part in the consumer’s digital lifestyle. At this stage, it is too early to discuss the specific development of the strategy, however, I will be working to bring the vision of Windows Live services on mobile to fruition and we will be making announcements in the future."
Microsoft is looking to enhance its multi-platform service for advertsisers. Its Digital Advertising Solutions arm already works with the Mobile Marketing Association and the Interactive Advertising Bureau to offer ads across platforms including Xbox and mobile phones.
Microsoft Digital Advertising Solution's head of trade marketing, Alex Marks, described the long term strategy "to deliver ad experiences that map to the opportunities evolving in the market".
ScreenTonic launched in 2001. It has delivered mobile campaigns for Coca Cola, Reebok , Cadbury’s, Jaguar, Peugeot and Xbox, and recently passed the one billion mark in the number of page impressions sold for mobile phones.
ScreenTonic declined to comment on the deal, and neither side would disclose financial details.
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