24/7 puts ads on mobile phones

Online ad sales house 24/7 Europe has created what it claims is the world’s first WAP (wireless application protocol) ad server.

Online ad sales house 24/7 Europe has created what it claims is the

world’s first WAP (wireless application protocol) ad server.

According to 24/7, 90 per cent of web players in Europe are already

building or planning WAP interfaces and, by the year 2003, half a

billion consumers will have WAP-enabled mobile phones.

The system enables WAP ad campaigns to be placed into mobile content,

which users can access using WAP or SMS (short message service) enabled


As well as delivering the advertising, the system will allow advertisers

to see how many times their commercial has been accessed by consumers,

in the same way they can with 24/7’s internet ad serving technology.

24/7 is testing the technology in Holland, Finland and Denmark. It plans

to roll out the system in the UK, France, Germany, Spain, Italy and

Norway in the spring.

One of the media owners testing the ad server is the Finnish newspaper

Kauppalehti, which has signed up the online clothes retailer

Dressmart.com for an ad campaign on its WAP site.

Antti Eranne, strategic development director for 24/7 Europe, said: ’We

have used the knowledge gained from ad serving on the internet and

developed it to be effective for the WAP platform. The result is a

breakthrough on to a new advertising platform for clients in the mobile

device market. It makes increasingly sophisticated advertising models


She continued: ’We aim to be the pioneers in the wireless advertising

business by bringing the most advanced and innovative technological

solutions to both our content provider partners and our


According to 24/7, WAP phones will be available from all the major

mobile phone companies - including Ericsson, Motorola, Siemens and

Panasonic - by the end of the year. 24/7 Europe has 21 sales offices

worldwide, 12 of which are in Europe.

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