MSNBC.com has signed with Third Screen Media to power its mobile ad campaigns. Press release with more details below…
PRESS RELEASE — Third Screen Media today announced MSNBC.com has signed on as a MADX|Publisher customer and Universal McCann becomes the latest advertising agency to implement TSM’s MADX|Agency, the first-of-its-kind mobile advertising management and delivery platform designed specifically for advertising agencies. On behalf of its clients, including Microsoft, Johnson & Johnson, Intel and Sony, Universal McCann has licensed the software to enable the expansion of consumer advertising campaigns to the mobile platform.
Universal McCann and MSNBC.com
One of the most honored online news brands and one of the world’s largest advertising agencies have joined the Third Screen Media customer roster. Universal McCann licensed TSM’s MADX|Agency solution to deliver major brand campaigns to the mobile platform, while MSNBC.com adds to the growing list of major publishers to leverage TSM’s solution to enable advertising on mobile Web properties.
Universal McCann’s addition to the MADX|Agency roster speaks to the growing number of advertisers wishing to expand their consumer ad campaigns to a mobile audience. In 2006, campaigns appeared on millions of mobile handsets from major brands in industries such as automotive, consumer packaged goods, hospitality, financial and food and beverage. In just one year, campaign budget averages have risen from $25,000 to more than $150,000, and they continue to increase with the influx of large brands incorporating the mobile platform into their marketing plans as well as the overall effectiveness of this new advertising medium.
“Universal McCann continues to push the envelope of engagement innovation with our long list of global, industry-leading brands. Our clients are eager to explore the expanding opportunities for reaching their target prospects on the mobile handset,” said David Cohen, EVP, US Director of Digital Communications, Universal McCann. “Our latest mobile ad buy for Windows Mobile — one of the largest mobile advertising campaigns ever—is testament to one of the world’s largest brands seeking the valuable return on investment that major brands have seen with mobile campaigns.”
Additional Publishers
In 2006 alone, Third Screen Media added more than 50 publishers to its TSM|Network and two worldwide agencies as charter MADX|Agency customers, together helping to bring hundreds of mobile advertising campaigns from global brands across multiple industries to more than 10 million consumers.
“Powerful technology and services are now in place to enable advertisers to quickly and effectively reach MSNBC.com’s growing mobile audience,” said Kyoo Kim, MSNBC.com’s VP, Sales. “MSNBC.com is committed to delivering its trademark mix of engaging news and features to millions of mobile subscribers, who can access the site simply by typing www.msnbc.com into their mobile phone Internet browser. Targeted advertising will play a key role in helping us reach that goal.”
In addition to MSNBC, Third Screen Media today announced that blastchannel, LLC, NCAA Football’s mobile technology partner, has joined the TSM|Network. With more than 150 million monthly impressions, the TSM|Network provides access to a targeted audience base for advertisers looking to expand their campaigns to the mobile platform. Publishers such as CBS SportsLine and USA TODAY participating in the network can gain access to mobile advertising opportunities by leveraging TSM’s broad agency reach through its sales force and campaign management services to efficiently and effectively generate revenue.
The year of the Third Screen
Due to the rapidly increasing number of advertisers, publishers, partners and mobile carriers seeking greater opportunities for mobile advertising, Third Screen Media’s employee ranks swelled this year to meet the needs of its growing customer base. The company added staff in client services, sales and marketing, business development and product development, drawing from the mobile, advertising and marketing technology markets. Third Screen Media’s wide ranging leadership experience is indicative of the Company’s commitment to its multiple-industry customer base.
Other 2006 highlights include:
* TSM|MediaEffect, the first-of-its-kind mobile advertising campaign brand awareness and effectiveness research survey, was made available in September.
* TSM|AdEnabled, a mobile content developer and platform provider program, launched in October.
* TSM|TargetProfile, an opt-in mobile survey product designed to capture the publishers’ audience demographics for advertisers looking to better target their media buys, was made available in December.
In addition to its headquarters in Boston, Third Screen Media also operates an office in New York City.
“The mobile advertising market’s growth over the last year has validated our vision of the opportunities for publishers, carriers, agencies and brands to leverage this pervasive medium. With a growing trend toward ad-supported business models and greater consumer interaction with the richer content they enable, we look forward to being an integral part of a dynamic industry,” said Tom Burgess, CEO, Third Screen Media. “Our commitment to growing the mobile advertising community—campaign by campaign, partnership by partnership—helped Third Screen Media experience a year to remember.”
About Third Screen Media
Third Screen Media (TSM) is a software and services company that enables advertising on mobile phones and wireless devices. TSM’s MADX product suite links advertisers, publishers, and mobile phone carriers together on a common platform to increase the efficiency and time-to-market for the buying and selling of mobile advertising in WAP, video, MMS and downloadable applications. MADX goes beyond ad delivery by providing in-depth research, planning and publisher inventory management analytical tools, yielding the highest possible ROI. Third Screen Media also operates the TSM|Network, the largest single source of mobile advertising inventory offering best-in-class content, targeted demographics and broad reach. Customers and partners such as USA TODAY, MasterCard, Dunkin Donuts, MSN, The Weather Channel and the world’s largest advertising agencies rely on Third Screen Media’s products and services to manage advertising campaigns uniquely optimized for mobile devices. For more information about Third Screen Media, visit www.thirdscreenmedia.com.