24/7 pioneers ads on phones

Online sales house 24/7 Europe claims to have created the first ad campaign using new technology that allows internet access through mobile phones.

Online sales house 24/7 Europe claims to have created the first ad

campaign using new technology that allows internet access through mobile

phones.



The three-week campaign sees Finnish internet brokerage service eQ

Online join forces with Finland’s leading business newspaper,

Kauppalehti. If the campaign is successful, 24/7 hopes it will be able

to stage similar promotions in the UK.



The deal makes use of the newspaper’s existing message service, which

allows users to receive information such as stock prices and exchange

rates on the LED screens of their mobile phones.



Now users will also be invited to log directly on to eQ Online - but

only if their mobile is equipped with Wireless Application Protocol

(WAP) technology. This enables internet access through mobiles, palm-top

computers and pagers.



Finnish company Nokia recently introduced WAP- equipped mobile phones

into its home market and is expected to launch them in the UK within a

few months. Wireless technology is widely expected to drive the next

stage of the country’s already booming internet sector.



The deal was struck by 24/7’s new digital channels group, set up to

explore the advertising potential of the latest digital and mobile

technology.



The group is headed by strategic development director Antti Eranne.



’This deal marks a breakthrough into new advertising platforms,’ he

said.



’WAP technology is still in its infancy but as usage becomes more

widespread, increasingly sophisticated advertising solutions will become

a reality.’



He added that the new group aimed to find channels ’to match every

customer’s online marketing objectives in the most effective way’.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).