MediaCom has launched what it says is the worlds first third-party-served mobile campaign.
The media buying agency is running a campaign for T-Mobile across the Nokia Media Network, and is using the Eyeblaster Ad Campaign Manager system to serve the ads. It says the 'Channel Connect for Mobile' tool will let advertisers seamlessly integrate mobile into the digital marketing mix, making mobile campaigns easier to plan, create, execute and measure alongside other channels.Others, notably Ringleader Digital, have disputed that this is not a first. However, the launch will undoubtedly accelerate the adoption of mobile ads by major brands, because it will help them use tools widely used already in online channels.
“The lack of integrated analytics and ad serving for agencies has been a looming concern for scaling mobile advertising,” said Stefan Bardega, director of digital at MediaCom. “Third-party ad serving was really what drove the growth of web advertising, and the emergence of Eyeblaster ACM and Channel Connect for Mobile represents a similar milestone in mobile advertising.”
In 2007, Eyeblaster delivered campaigns for nearly 7,000 brand advertisers serving approximately 2,500 ad agencies across over 2,700 global web publishers in over 40 countries worldwide.
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