24/7 Media, Media 21, 365 Corp. Bring WAP Campaign to UK

24/7 Media (TFSM), Media 21, and 365 Corp. on Wednesday teamed to launch the first ad campaign aimed at driving traffic between WAP content sites that will run across different WAP networks.

The campaign for UK soccer site Football365 was developed by Media 21 and 24/7 Europe. It will run for four weeks on WAP services in three countries: Sunpoint in Finland, Krak in Denmark, and Fonedata in the UK. The ads feature a WAP text link which lets users cross networks to access Football365.

The campaign is part of an international program aimed at testing different types of executions on the 24/7 Media ad serving system.

“We are delighted that 365 Corporation was as keen to do this as us,” said Rick Sareen, director of Media 21.

“Whilst it has not been easy to make it happen due to technical issues, we have all learnt a great deal about how to make WAP work for us and we will be doing more activity through this and other emerging platforms for 365 and our other clients.”

Europe is becoming a vast testing ground for WAP site development and advertising, since wireless devices are more popular on the continent than they are in the United States.

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