Virgin partners with 4th Screen for mobile ad campaigns

LONDON - Virgin Media and mobile ad agency 4th Screen Advertising are launching a joint venture to handle mobile ad campaigns.

Virgin in joint mobile ad campaign venture
Virgin in joint mobile ad campaign venture

The venture, Virgin Media Mobile Advertising, will extend Virgin Media's ability to handle mobile campaigns. 4th Screen Advertising will manage, sell, deliver and optimise mobile advertising campaigns for Virgin Media.

4th Screen will work in collaboration with Virgin Media's ad-sales house, IDS, to ensure cross-platform campaigns are planned, delivered and executed effectively.

Virgin Media and 4th Screen Advertising intend to strike relationships with key advertisers and agencies, to deliver integrated campaigns across mobile, online and TV.

Malcolm Wall, chief executive of content at Virgin Media, said the partnership allows Virgin Media to combine its brand appeal with 4th Screen's expertise "to present a compelling mobile advertising proposition".

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