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
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
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.