4th Screen Advertising launches mobile search division
Rating: looking back, not forward
By Annie Turner
4th Screen Advertising, the UK agency that specialises in mobile, has launched a search division, which is already working with WAP publishers in the UK. The company says the new structure will complement its established display advertising practice which creates and delivers banner advertising.
The good news kind of fizzles out there really as 4th Screen Advertising is under the impression that its relationships with Yahoo! and Google for search are a big deal. That’s so 2006, before those big Internet brands and the dimmer sections of the mobile industry realised that mobile isn’t the web on a smaller screen. Also, for god’s sake, why it is concentrating on driving traffic to WAP sites, that irritating protocol launched in the last century that’s had a chequered history to say the least.
The announcement continues, “Much like traditional sponsored search, advertisers can now develop text ad listings and campaigns for mobile and wireless devices and then bid for key words which they pay for on a pay per click basis.” Oh whoopee-do. Real groundbreaking stuff.
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