Bauer Media has licensed Mobile Interactive Group’s (MIG) mobile internet publishing platform Kilrush to power the mobile platforms on heat, FHM and Zoo. The aim is to better align mobile content with each brand’s online presence and provide up-to-the minute content to consumers.

Bauer Media is an existing partner of Kilrush sister company 4th Screen Advertising. Kilrush works hand-in-hand with Mpression, 4th Screen’ proprietary ad serving platform, to ensure mobile properties can maximise growth and revenue opportunities.

“Our strategy has been to converge our web and mobile internet offering direct to consumers,” says Bauer Media digital director, Andrea Kilbourne. “The Kilrush platform integrated smoothly with our existing digital publishing processes, providing us with a more flexible and efficient system to deliver entertaining and engaging content for our consumers and clients.”

Matt Cockett, MIG’s group commercial director, says the firm’s mantra with Bauer Media has been about creating content-driven communities, and in doing so, to harness the fantastic editorial that is created within its business for mobile. “The Kilrush platform enables businesses like Bauer to publish their digital content to over 7,000 mobile devices worldwide via the mobile internet and apps,” says Cockett.