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Click here to read the introduction
It's been a busy few months for MIG and 4th Screen Advertising with a number of new customer announcements as well as a nomination for Centaur Publishing's prestigious Interactive Marketing and Advertising Awards (IMAA) for Best use of Mobile – The O2.
MIG's WAP billing solution MIGPay™ has been selected by a number of businesses including Cellcast Interactive, The Ministry of Sound (MoS) and Flirtomatic to power their mobile content portals in the UK, while 4th Screen Advertising is also participating in these partnerships by helping to drive mobile advertising revenues and build new customer acquisition channels across these portals.
Leading mobile media publisher, MoMac, has integrated the MIGPay™ solution in to its GoMedia platform, used by Ministry if Sound (MoS) to deliver a raft of mobile content including club news, videos, games, ringtones and graphics as well as the latest interactive services.
MoS will also be using the GoMedia content management tools to optimise the available content, providing its customers with a fresh and updated browse, and via MIGPay™, click and buy experience.
Commenting on the deal, Matt Dicks, commercial director, Ministry of Sound stated, "Our mobile platforms are central to the digital strategy at Ministry of Sound and ensuring we have the right partners to deliver on our longer term plans is key. We have selected MIG and MoMac to work with us going forward as they share our vision, and we are confident they can continue to innovate to support our growth."
Sham Careem, UK MD MoMac commented, "Content owners like Ministry of Sound are sitting on a content goldmine. Our GoMedia product is all about bringing this content to market so that the user enjoys a simple, un-complicated user experience and the content owner benefits from intuitive content management tools, technical integration and transparent real-time reporting."
Following a successful six month trial, in which 4th Screen Advertising ran multiple mobile advertising campaigns on the ITV WAP portal, for brands such as Orange, O2, Nokia, Lynx, EA, Samsung, ITV has committed to extending its mobile advertising contract with 4th Screen Advertising. This deal will also encompass ad-serving and sales for ITV's on-portal advertising inventory, as well as continuing with the media planning search marketing services already provided by 4th Screen Advertising.
Mark Slade, MD of 4th Screen Advertising commented: "We are delighted to be extending our contract with ITV. The quality of content and high click-through rates have made it very popular amongst advertisers. The move to 'on-portal' is a fantastic opportunity, and will open up more advertising inventory, which I have no doubt will meet the current demand. This commitment further shows the strength of using a dedicated specialist mobile advertising agency to deliver quality and quantity of campaigns."
"4th Screen Advertising has over delivered on all their commitments to ITV," stated Melissa Goodwin, Head of Mobile at ITV. "Mobile advertising is a significant area for ITV going forward - The great work delivered by 4th Screen Advertising is 'key' to positioning ITV as the number one off-portal mobile internet site, not just for advertisers but for consumers."
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