4th Screen Advertising has announced an exclusive 12 month partnership with Bauer Media, one of the UKs largest publishing and broadcast groups. The agreement will enable 4th Screen to extend its publisher ad network through its proprietary ad serving engine Mpression, and target hard-to-reach audiences through key Bauer Media brands including FHM, Zoo and Heat.
The contract, which runs from January to December 2009, will see the team at 4th Screen Advertising sell Bauer Media's extensive mobile inventory and serve mobile ad campaigns utilising the companys proprietary ad serving platform, Mpression. The campaigns will be run both on- and off-portal, to create maximum reach amongst the titles key target audiences. 
The continued integration of mobile is essential to the success of Bauer Media's digital strategy, says Caroline Young, Commercial Director Mobile at Bauer Media. Securing a partnership between a specialist mobile advertising agency such as 4th Screen Advertising and our in-house digital sales team will help deliver our long term ambitions to maximise the mobile element of our cross platform strategy for these key titles – FHM, Zoo and Heat – and add to their existing multimedia presence.