24/7 Europe Introduces WAP Ad Campaign
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As wireless continues it reign as one of the top Net strategies, 24/7 Media venture 24/7 Europe Wednesday laid its claim to the creation of the world's first wireless application protocol ad campaign.
The three-week campaign, created for Finnish online brokerage eQ Online, combines WAP and Short Message Service technologies to send ads to mobile devices.
The ad, launched last month, inserts eQ's messages into the finance channel of Finnish online business newspaper Kauppalehti Online.
"The number of calls we have received as a direct result of this campaign have far exceeded our expectations," said Jani Karlsson, eQ Online's intelligence resource manager.