Mobile Embrace has signed an exclusive deal with Channel Ten to become the network’s mobile advertising partner. Under the agreement, Mobile Embrace, who specialise in mobile and digital communications, will act as Ten’s third party sales agent and produce mobile advertising content.

Mpression makes an impression

Mobile Embrace will be targeting Ten’s mobile assets including the network’s free iPhone app. Ads will be sold in a range of formats from sponsorship of applications to real time delivery of ads to consumers.

Powering the new campaign is mobile ad serving platform Mpression. The platform, under license from the UK ‘s Mobile Interactive Group, allows for media rich content including interstitials [full page ads placed between web pages] that can be accessed on devices like smartphones and tablets.

Ten aims to stay ahead in mobile ratings

The agreement will allow Ten to offer its advertisers highly tailored mobile advertising options. In response to the announcement Mobile Embrace (MBE) shares stayed level at $0.018 while TEN fell 2.78 per cent to $0.875.

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Featured: Channel Ten, @channelten, Mobile Embrace @mobileembrace

Article by Dan Kuseta: @dankuseta, @smkapac