Adcentricity, Impact Mobile Strike Cross-Media Pact
Combining two of the fastest-growing media, Adcentricity, an aggregator of digital out-of-home networks, has partnered with Impact Mobile, an aggregator of mobile carriers.
The sales and marketing partnership allows advertisers to integrate interactive elements into digital out-of-home campaigns. SMS, mobile coupons, PIN numbers, mobile sites and other applications have been creeping into digital out-of-home campaigns, but have yet to really catch on.
Adcentricity is betting that by expanding its digital out-of-home planning and buying services to include mobile, it will be easier for advertisers to add a call to action, retail redemption programs or location-based services to campaigns.
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