Microsoft plans to use ScreenTonic's experience in Western Europe to integrate mobile advertising into adCenter.
Microsoft has snatched up European mobile ad firm ScreenTonic with the intention of integrating its capabilities into adCenter. Terms of the deal were not disclosed.
"We want to deliver a platform that helps advertisers buy across all digital mediums," said Joe Doran, GM of Microsoft's digital advertising solutions. "As we build out the breadth of our platform, we are continuing to invest against that vision."
Investment towards the digital media landscape and allowing media buys across all connected platforms includes last year's acquisition of in-game advertising firm Massive.
With headquarters in France, ScreenTonic currently operates in Belgium, France and the U.K. Doran said Microsoft's immediate plans are to expand the relations ScreenTonic has today with mobile operators and advertisers in Western Europe before expanding to the U.S. and markets in Asia.
"That's the power we have as a global, large-scale partner company... We can help take them global," said Doran.
No timeline has been set for when mobile ad buying will be made available in adCenter.
ScreenTonic's core competency lies in mobile display advertising. The mobile ad firm's ad offerings include fixed, animated and video banners; text links; ad words; interstitials and video billboards.
Microsoft's interests in the mobile space include the recent acquisition of Tellme Networks, which was just completed, and an earlier purchase of MotionBridge. Microsoft's research department recently fostered the creation of ZenZui, a graphical user interface solution which was spun off into its own company.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT