Internet media owner 365 Corporation is running what it believes is
the UK’s first full-scale WAP advertising campaign.
The ads, which are appearing on WAP-equipped phones and other devices
until 2 April, promote the Football365 WAP site - a spin-off from the
successful website of the same name.
The campaign has been put together by media buyer Media 21 and online
sales house 24/7. It features a text link that enables users to cross to
the Football365 site, where they can access content such as live
football scores and the latest club news - all while sitting in the pub
or on a train.
Andy Eymond, head of marketing at 365 Corporation, said: ’We’re always
keen to investigate innovative channels of communication. WAP forms a
key part of our content distribution strategy and we are delighted to be
involved in the development of this key platform.’
Media 21 director Rick Sareen said that while the campaign had not been
easy to create technically, the agency had ’learned a great deal about
how to make WAP work for us’. He added that Media 21 was planning more
WAP activity for its clients.
The Football365 campaign uses 24/7’s WAP ad serving technology, which
handles delivery, monitoring and control of WAP campaigns. Mark Nall,
24/7 sales director, said: ’Media 21 has demonstrated that it is one of
the most innovative companies in the UK, while 365 Corporation - like
ourselves -is doing pioneering work in the WAP field.’
WAP, or wireless application protocol, enables internet access via
mobile phones and other hand-held devices. Forrester Research estimates
that within a few years, mobile internet access will surpass access via