24/7 Media Launches Wireless Content Network

In a feat requiring coordination across nine countries and two wireless protocols, ad firm 24/7 Media on Tuesday said it had assembled a wireless network consisting of 31 European content sites.

The company also created a global wireless division, in an effort to position itself as a pioneer in the burgeoning wireless advertising industry. Bruce Mello, 24/7’s senior vice president and general manager of wireless, broadband and emerging technologies, is heading up the division.

In the US, 24/7 Media has forged partnerships that allow it to help its affiliates deliver their content in the Wireless Application Protocol (WAP). In addition, 24/7 Media is working with more than 20 North American wireless carriers to deliver ads on their Short Message Service (SMS) portals.

“Many of the major content providers we represent for Internet and email advertising sales and technology are extending their services into wireless,” said Mello.

“Our commitment to the wireless space is consistent with our corporate philosophy of being global leaders in interactive marketing solutions. We want to provide advertisers and agencies the ability to reach their customers across multiple platforms.”

Wireless sites in the newly-launched European network include Sonera Zed, Sportal, dressmart.com, WAPTOO, MatchON.com, Kauppalehti Online, Krak and Dagens Naeringsliv. 24/7 back in February launched its wireless ad serving technology in Europe.

The company plans to extend the network across Europe, and to include the US and Canada, which will allow marketers to conduct campaigns globally.