The Guardian has become the first newspaper group to run
advertising across its WAP content with an exclusive campaign for the
car rental company Avis.
When WAP phone users access content from Guardian Unlimited’s network of
websites, they will see a text ad for Avis supporting the launch of its
new online booking site, avis.co.uk.
By clicking on the ad, users will be taken to a branded Avis WAP
microsite where information about Avis’s services are on offer.
The campaign is only the second WAP ad campaign to run in the UK. It
follows a limited effort in March for the sports website Football365.
com, which was only seen by around 200 WAP mobile phone users.
The campaign for Avis promises to be significantly more widespread as
the number of WAP phone users has soared.
Guardian Unlimited is already serving 100,000 page impressions a month
across its WAP service, indicating the consumer appetite for content
delivered to mobiles.
Guardian Unlimited’s campaign also introduces the first use of WAP data
On the microsite users are able to submit their e-mail addresses to
receive further information about Avis services.
Steve Wing, the head of commercial development at Guardian Unlimited,
said: ’Guardian Unlimited is at the forefront of content distribution
and is now available anytime, anywhere on a number of digital
’This advertising first for Avis demonstrates our willingness and
ability to respond to the commercial needs of our clients with
imaginative cross-platform solutions.’
The deal was developed by Guardian Unlimited’s agency sales executive,
Andrew Moore, and Avis’s interactive agency Zn Space - the online media
buying arm of the digital agency Zinc, a unit of Havas.
The cross-platform campaign includes banner advertising on the Guardian
Unlimited network and runs for one month from this week.