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.
