Publishers, Agency Join the Mobile Ad Fray

Third Screen Media signed MSNBC.com as a new publisher, and Universal McCann as an agency, to its MADX mobile ad platform and network. The deal could increase Third Screen’s monthly impressions, and bring more brand advertisers to the medium.

Universal McCann joined Third Screen Media’s (TSM) MADX|Agency platform, a product set up to allow agencies to research, plan, buy, create, manage, deliver and measure mobile ad campaigns. Universal McCann, which will manage the relationship through its emerging media unit, represents clients such as Microsoft, Johnson & Johnson, Intel, and Sony. Microsoft is a stakeholder in MSNBC. In this deal, Universal McCann can tap TSM’s growing mobile ad network. “Universal McCann’s addition to the MADX|Agency roster speaks to the growing number of advertisers wishing to expand their consumer ad campaigns to a mobile audience,” a company statement said.

Other agencies on the MADX|Agency roster include MPG, Digitas, Starcom IP, Ogilvy, and Hill Holiday. TSM reports an increase in some mobile campaign budgets from $25,000 to over $150,000 over the past year.

“We’re looking to build a marketplace, getting the buy side and sell side together,” Third Screen Media CMO Jeff Janer told ClickZ News.

The sell side includes the addition of MSNBC.com as a publisher. It just signed on for MADX|Publisher, TSM’s fifty-plus mobile ad network which includes publishers such as USA Today, MSN, TV Guide, CBS Sportsline, AccuWeather, WeatherBug, and Hollywood.com. The network provides targeted advertising and reaches a potential 10 million consumers, the company said.

“Six months ago we had more demand than we had supply,” said Janer, who said some publishers on the network were sold out several months in advance. “We’ve seen an influx of new publishers building… their mobile presence and enabling [advertising]. Consequently that’s given rise to a significant increase in supply.”

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