MobileActive Limited (MBA), Australia’s leading independent mobile phone content, interactive services and technology company, said its majority owned 4th Screen Advertising Australia has launched the IDEA mobile advertising industry alliance.
Peter Birch, Managing Director of 4th Screen, said: “The alliance is designed to provide agencies and clients with complete end-to-end mobile solutions using our proven experience in other markets where we are well established, delivering advanced publishing, messaging and advertising platforms. IDEA ensures we provide agencies with valuable knowledge and technology that is relevant and effective.”
MobileActive’s 4th Screen proprietary mobile ad-serving platform Mpression is the driving force behind the mobile advertising offering. It has advanced targeting capabilities and rich media ad formats. “At its heart is a sophisticated but user- friendly media planning tool,” said Mr Birch. “This enables advertisers to easily plan and create campaigns across the network of premium publisher sites, targeting segments of the publisher’s database by demographics, handset type, operator, and many other factors,” he said.
MobileActive’s 4th Screen Advertising Australia has launched IDEA with two founding partners one of which is Ikon. Ikon is one of Australia’s largest and most successful agencies. Delivery of mobile advertising campaigns for alliance partner clients has successfully commenced.
IDEA is an acronym for Innovation, Development and Education Alliance and is a product of the increasing demand for 4th Screen to provide industry specific mobile advertising knowledge, technology and solutions to satisfy the growing market. The 4th Screen Advertising Australia joint venture sits in MobileActive’s Business-to- Business division, Mobile Embrace, alongside the company’s Mobile Entertainment Retail (MER) and RingRing Studios (mobile content production, licensing and distribution) units. 4th Screen Advertising Australia complements the existing infrastructure Mobile Embrace offers to clients, including mobile internet and applications publishing, multichannel digital marketing solutions, M-commerce and billing, messaging solutions, interactive mobile platforms, branded mobile content and applications development, hosting and delivery, loyalty & reward and mobile membership services. 4th Screen Advertising Australia is a joint venture between MobileActive limited and 4th Screen Advertising. 4th Screen Advertising is the world’s leading premium mobile advertising agency. Ikon was founded in 1999 primarily to service the Commonwealth Bank of Australia. Ikon is proudly owned by the STW Group, opening up access to the largest communication group in Australasia. Ikon has offices in Sydney, Melbourne, Perth, Auckland, Wellington and New York. MobileActive Limited (MBA) is Australia’s leading independent mobile phone content, interactive services and technology company across business to consumer, business to business and production and licensing.