24/7 to sell space on network of WAP sites

Mark Nall, 24/7’s sales director, will be hitting the phones over the next few weeks offering agencies what he claims is the world’s first network of European wireless content providers.

Mark Nall, 24/7’s sales director, will be hitting the phones over

the next few weeks offering agencies what he claims is the world’s first

network of European wireless content providers.



The internet advertising group is selling space on behalf of 31 outfits

that supply content for WAP mobile phones and personal digital

assistants (PDAs) in nine European countries.



Providers that have signed up to the network include Sportal,

DressSmart.com, MatchON.com and Halebop - a mobile portal owned by the

Oracle Corporation.



Nall and senior account manager Nathan Kosky will flag up the chance to

deliver campaigns across the network to owners of WAP phones or PDA

devices, including Psions and Palm Pilots.



Eventually, the 24/7 Media Wireless Network will be extended across

Europe, and into the US, Canada and Asia, enabling advertisers to run

global campaigns.



Nall and Kosky will sell a short messages service (SMS) bulletin,

whereby phone owners are sent brief e-mail message as well as textlinks

and clickable logos.



’We are negotiating contracts with a huge number of WAP providers, which

will be added to the network over the next few weeks,’ Nall said.



Nall acknowledged that, because there are only around 100,000 WAP users

in the UK at present, the reach of campaigns is limited.



However, he said clients were content to test the medium and are not

comparing it with traditional media.



Nall said that by advertising on WAP phones, clients are automatically

reaching ’technologically sophisticated early adopters’.



He envisaged a day when consumers can click on a client’s WAP ad and

automatically be connected to the company representative.



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