The Associated Newspapers-owned publisher is set to extend its mobile offering of news, sports, racing and entertainment by taking its Teletext Holidays franchise to mobile during the first quarter of this year. 4th Screen Advertising will sell ads on the mobile portal on an exclusive basis using its mobile ad platform, Mpression.
The deal follows Associated Newspapers’ appointment of 4th Screen to handle advertising for its newly launched Metro Mobile. A commercial launch of the site, , is due early this year.
4th Screen Advertising claims it now handles more than 30% of all mobile inventory in the UK, through deals with O2, Tesco Mobile, ITV and Manchester United. Its deal with Associated Newspapers comes as an increasing number of companies look to mobile ad sales as a source of revenue. AOL was the latest to announce plans to sell ads on mobile sites in November.
Meanwhile, online ad sales houses including Channel 4’s 4DS, Ad2One and Unanimis are also boosting their focus on mobile advertising.
4th Screen managing director Mark Slade said the growing number of players in the mobile ad market is increasingly being matched by interest from brands and media agencies.
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