Channel 4 Buys 10 Percent Mobile IQ Stake, Entering Mobile Video Ad Space
By Dianne See Morrison - Thu 29 Nov 2007 04:17 AM PST
Channel 4 is buying a 10 percent stake in mobile ad tech firm Mobile IQ to boost its mobile advertising efforts (via NMA).
The two companies have been working together since February 2006, during which time Mobile IQ has deployed both Channel 4’s direct-to-consumer mobile services and its mobile content portals on Vodafone (NYSE: VOD) and O2. Channel 4 abandoned a three-year relationship with Volantis to concentrate on working with Mobile IQ. Channel 4 uses MobileIQ to help package mobile content from its shows that can be sponsored by its advertisers. They are also planning to create new mobile ad opportunities around video advertising, as well as giving clients more targeted mobile ad opportunities and will redevelop the broadcaster’s mobile portal.
Meanwhile, Channel 4 will also be incorporating more video content across all of its online sites. Its latest, “TV Clips,” houses clips from current TV programmes, an archive of clips from 25 years of its “best moments” and a preview of new programming coming to Channel 4. The idea is to use clips to drive viewers to watch the full-length programme via Channels 4’s linear transmissions, its 4oD on demand site or by purchasing a DVD.
Posted in: Advertising, Companies, Channel 4, Media, TV, VOD, Mobile
