As further evidence that online ad firms are jumping full speed into the wireless space, New York-based 24/7 Media today announced an exclusive deal to sell ads on mobile entertainment firm Indiqu’s wireless properties.
Financial terms of the pact were not disclosed, and the companies did not say who would serve the ads.
Under the agreement, 24/7 Media said it would provide advertising sales for all of Indiqu’s content, which is distributed throughout North America on a host of carriers and portals including AT&T Wireless, Sprint PCS and go2 Systems in the U.S., and Bell Mobility and Clearnet Communications in Canada.
Indiqu, a privately-held company based in San Diego, California, is trying to jump into the wireless arena with content — interactive games, new-age information, extreme sports coverage, and ski reports — aimed at young people.
Back in June, 24/7 Media created a global wireless division in a bold attempt to position itself as a pioneer in the burgeoning wireless advertising industry, at a time when everyone — including companies like DoubleClick, Engage, Adforce, and some upstart wireless-only players — is trying to stake a claim to leadership in the space. In the US, 24/7 Media has forged partnerships that allow it to help its affiliates deliver their content in the Wireless Application Protocol (WAP). In addition, 24/7 Media is working with more than 20 North American wireless carriers to deliver ads on their Short Message Service (SMS) portals.
Bruce Mello, who heads up the company’s wireless division, said the Indiqu partnership enhances 24/7 Media’s capabilities. “(This deal) with Indiqu is another example of the types of solutions we’re providing our clients to help them meet their interactive marketing objectives across multiple platforms — Internet, wireless and broadband devices,” Mello said.
Indiqu’s chief executive officer Robert Lezec, said the partnership creates the “first ever” launching of commercial wireless advertisements and sponsorship across wireless carriers’ networks. “We are going to be the major worldwide player in the area of interactive games and entertainment, a market that has been estimated to be worth $6 billion within the next five years. The 24/7 Media partnership is another step towards spearheading the advancement of the mobile data marketplace,” he added.
Indiqu produces, packages and syndicates wireless entertainment channels, offering content to wireless carriers globally. The company has offices in Montreal, Paris, London, Dublin, and Madrid.
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