Omnicom Launches Mobile Ad Agency

MediaPost is reporting that Omnicom Group is launching a new mobile agency that claims to combine behavioral and mobile marketing.

“The appropriately named Mobile Behavior agency is intended to help advertisers better understand consumers’ mobile behaviors, hopefully leading to more effective use of the mobile marketing channel in conjunction with other media.”

Omnicom is pointing to two advantages of the new unit: the large scale due to relationships with existing networks and carriers, and having a single point of contact for executing mobile marketing campaigns, the report said. The launch mirrors a trend among big name ad agencies increasingly focusing on the mobile sector.