4Th Screen signs WAP ad deals with Teletext and ANG

Mobile advertising agency 4th Screen Advertising has signed deals with Associated Newspaper Group (ANG) and Teletext.

Under the agreements, 4th Screen will manage mobile advertising for the WAP portals of both Teletext and ANG-owned Metro. The agency will also help the two brands to secure advertisers as part of the deal.

The deal will give ANG’s existing advertisers a new channel for their advertising and “big brands the opportunity to reach commuters during peak travel times of the day for WAP surfing,” says Annabel Hembry, head of mobile at ANG.

Separately, 4th Screen’s deal with Teletext will enable the agency to offer advertisers the chance to reach Teletext’s highly targeted audience. Teletext currently offers services in the areas of news, sport, racing, entertainment and a “Teletext Holidays” mobile site scheduled for the first quarter of this year.

“Optimising campaigns across our publisher network is key to providing our consumers with relevant advertising offers, and a great opportunity for big brands to interact with consumers on the move,” says David Butler, head of mobile at Teletext.

4th Screen launched in February 2006 and helps its clients monetise traffic to their portals through mobile advertising.