Ad firm Advertising.com on
Wednesday joined with PhoneOnline.com, a wireless software
developer, to bring business-to-business advertising to wireless device
users.
The deal, of which financial details were not disclosed, calls for
PhoneOnline.com to make available ad space on the WAP sites it hosts for
clients with mobile workforces. Advertising.com will round up advertisers,
provide the ads themselves and serve those ads.
“PhoneOnline.com has impressed us with their conversion of legacy data to
WAP format and wireless accessibility; it’s a perfect complement to our
advanced WAP delivery technology,” said John Ferber, co-founder and chief
Internet officer of Advertising.com.
“We are confident that our partnership will help us line-up advertisers who
want to target very specific, vertical markets.”
Although a number of companies are working to develop wireless ads, and are
building wireless networks, most have been consumer-oriented. The
business-to-business market, though, may be a big one, as mobile
workforces — like delivery people, for example — are expected to become
big users of emerging wireless technology.
Phoneonline.com will offer an advertising-subsidized package to new and to
existing clients. Those who agree to allow marketing messages to be
delivered to their wireless devices will receive their service at a
discount.
