Mobile advertising company ScreenTonic has named Paramount Pictures and Renault as two of the major brands spearheading the drive in UK mobile advertising, with high profile campaigns run by ScreenTonic.
ScreenTonic has been running mobile banner ads as part of the promotional campaign for Shrek 3 by Paramount Pictures. The Shrek 3 banner ads appear on the Orange World mobile portal, and allow users to click through to Paramount Pictures mobile Internet site, offering information and free Shrek 3 downloads, including video trailers, wallpapers and ringtones.
This is the fourth film release over in the past year for which Paramount Pictures has chosen mobile as part of its media plan, reflecting its commitment to the mobile channel. The previous releases include You Me and Dupree, Babel and Goodbye Bafana.
We are seeing an increase in demand and bookings by major brands to advertise on Orange World, and we are now moving to the stage where leading advertisers and their agencies are including mobile as an element in their overall digital plan, says Steve Ricketts, Head of Third Party Services at Orange. 
ScreenTonic is also running a high profile mobile advertising campaign, alongside other media, to launch the special edition Renault Clio by Rip Curl model. The Renault ads are running across the Orange World, Mobizines, Digital Spy and Reporo mobile portals. Visitors clicking on the banners click through to a mobile Internet site, which offers video downloads, and a click-to-call option to order a brochure.
This is the first mobile banner campaign Renault has launched in the UK and is also, Screentonic claims, the first time a brand has used click-to-call as the primary response mechanism.
The fact that we are running major mobile advertising campaigns, integral to multichannel promotions for leading global brands shows that mobile advertising has reached a tipping point in the UK, says Jana Eisenstein, who heads up ScreenTonic in the UK. The leading agencies and brands are looking closely at these high-profile mobile campaigns and making moves to include mobile in future digital marketing plans.”