Virgin Media Mobile Advertising will be managed and sold by 4th Screen using the latter's Mpression ad-serving platform. 4th Screen will work closely with Virgin Media's sales house, IDS, to ensure that cross-platform campaigns are properly planned and executed.
Both 4th Screen and Virgin Media said they would form strategic relationships with advertisers and agencies so that Virgin can deliver integrated campaigns across mobile, online and TV.
Malcolm Wall, Virgin Media's chief executive of content, said: "This partnership allows us to combine our brand appeal with 4th Screen's expertise and reach, to present a compelling mobile advertising proposition as part of a cross-platform offering that builds on the success of campaigns for the likes of Seat Ibiza, 'Night at the Museum' and 'Pirates of the Caribbean'.
"Whether it's TV, mobile or online, we consistently find that consumers are happy to view ads as long as they are relevant and engaging."
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