3 Hands Mobile Ad Task to 4th Screen

Mobile operator 3 UK has selected premium mobile advertising network 4th Screen Advertising as the exclusive sales partner for advertising on its customer mobile portal. 3’s portal is one of the largest mobile internet portals of all the UK operators, generating over 50m+ page impressions per month.4th Screen replaces Yahoo! as the company’s portal advertising sales partner beginning early June.

3 offers a range of advertising opportunities on the site, including banners, full screen takeovers and sponsorship. Advertisers can target 3’s customers by time of day, placement on the portal, age, gender and handset type.

As part of the re-launch, 4th Screen and 3 say they will be extending the portal’s advertising potential by offering advertisers deeper targeting tools. These will be announced later in the year.

In addition, 3 will be working with 4th Screen to develop bespoke rich media ad formats, and  drawing on 4th Screen’s existing toolkit of advertising tools, including video, carousels and ‘tap-to-expand’ formats.

“The user numbers on our portal are growing all the time and that, combined with continuing innovations in our targeting capabilities, makes the 3 mobile portal a compelling advertising proposition,” says Neil Andrews, head of media sales and content services at 3. “Bringing 4th Screen on board will help us to capitalise on this success. As a mobile ad specialist, they really understand the dynamics of this marketplace, and what makes mobile inventory a valuable channel for advertisers.”