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Telecommunications Microsoft tipped to buy mobile ad specialist
Telecommunications Microsoft tipped to buy mobile ad specialist | Microsoft tipped to buy mobile ad specialist |
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| by Stuart Corner | |
| Sunday, 28 May 2006 | |
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According to a report in the Wall Street Journal, Microsoft is negotiating to acquire Boston-based mobile marketing company, Third Screen Media. The deal, if consummated would follow Microsoft's acquisition earlier this month of Massive, which specialising in inserting advertisements and other marketing messages into video games. The move appears to indicate Microsoft's determine to secure a major stake in what is likely to be a huge market into which companies such as Google that draw revenue from advertising in PC browsers are moving rapidly. The four year old company specialises in delivering ads to browsers on mobile devices, and has developed software to aid in the delivery, management and monitoring of such adverts. Third Screen Media created the TSM Network which it claims si the world's largest, single-source mobile ad network, and MADX, the only web-based, mobile ad management and delivery platform that connects agencies, publishers and carriers. The company claims to have been "among the first to recognise the potential of the mobile advertising market; the first to create a mobile ad network, the first to provide software and services to buyers and sellers and the first to offer an integrated and scalable platform for connecting mobile ad buyers and sellers." According to Third Screen, the mobiles market represents a huge and largely untapped market for advertisers, with some unique advantages. "The mobile subscriber base numbers in the hundreds of millions with more than 35 percent of these customers actively accessing premium content such as news, weather, sports and entertainment from their mobile devices. "The combination of a large audience and subscriber opt-in programs enables major brands to reassess traditional media advertising purchases in favour of mobile's more targeted, measurable approach with greater reach. Mobile advertising is distinctive in its ability to target an individual user both by demographics and geographic area, creating the kind of unique, personalised user experience that can differentiate brands while increasing loyalty and awareness."
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