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WirelessDevNet.com Press Release
Bauer Media In Exclusive 12 Month Partnership With 4th Screen Advertising
4th Screen Advertising has today announced an exclusive 12 month partnership with Bauer Media, one of the UK’s largest publishing and broadcast Groups. This will enable 4th Screen to extend its already extensive publisher ad network through its proprietary ad serving engine Mpression™ and target hard-to-reach audiences through key Bauer Media brands - FHM, Zoo and Heat.
The contract, which runs from January to December 2009, will see the team at 4th Screen Advertising sell Bauer Media's extensive mobile inventory and serve mobile advertising campaigns utilising their proprietary ad serving platform Mpression™. The campaigns will be run both on and off portal, to create maximum reach amongst the titles key target audiences.
In today’s economic climate, brands and agencies are becoming increasingly aware of the benefits of interacting with consumers via an integrated channel approach. Direct response is key to successful cross-channel advertising campaigns and Bauer Media's loyal customer base will enable greater scalability across 4th Screen’s ad network, as well as continuing to benefit from the inclusion of mobile in cross-media campaigns. According to Nielson Online, mobile Internet penetration has increased 25% from Q2 – Q3 2008, which is eight times faster than PC-based internet growth, showing once again that mobile is continuing to grow at an exponential rate.
Caroline Young, Commercial Director Mobile, Bauer Media said: “The continued integration of mobile is essential to the success of Bauer Media's digital strategy. Securing a partnership between a specialist mobile advertising agency such as 4th Screen Advertising and our in-house digital sales team will help deliver our long term ambitions to maximise the mobile element of our cross platform strategy for these key titles - FHM, Zoo and Heat - and add to their existing multimedia presence.
“Looking at projections for growth in the use of mobile internet in the UK, Bauer Media will definitely benefit from the knowledge and expertise the sales team at 4th Screen Advertising bring to the table. They have a great reputation in the market place and we wanted to build a partnership with the leaders in the field.”
Mark Slade, MD, 4th Screen Advertising stated, “It’s a fantastic opportunity for 4th Screen Advertising to partner with a leading UK publisher and broadcast Group. Bauer Media will benefit from the recent upgrades to our ad serving platform Mpression™ enabling advanced tracking and measurement, as well as expert campaign management combined with a consultative approach to ensure maximum reach. We feel the partnership with Bauer Media is testament to the position the team at 4th Screen has established in the UK market place.”
4th Screen Advertising is part of Mobile Interactive Group – www.migcan.com
About 4th Screen Advertising
4th Screen Advertising launched in February 2006 and is the UK’s leading mobile advertising agency. The company helps mobile operators and WAP publishers including ITV Mobile and Ministry of Sound to monetize traffic to their portals through mobile advertising.
4th Screen Advertising provide a single point of contact for media agencies, and brands, wishing to buy advertising inventory across a range of mobile internet sites and formats. Their in-house creative, technological and dedicated account management teams provide advice and solutions to help publishers and brands optimise opportunities in mobile advertising.
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