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)
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
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,