Media solutions company ValueClick Media, which acquired Greystripe in April 2011, is extending the mobile marketing platform beyond its traditional US base, to the UK and other EMEA markets.

Greystripe enables advertisers to develop rich media campaigns across all mobile operating systems. Its Lightning technology can convert Flash executions to HTML5, avoiding the need for separate creative development for platforms that dont support Flash.

Tim Scoffham, ValueClick Media’s head of mobile, says: “We all know that increasingly more brands are looking to move into the mobile space. Greystripe is unique in offering a solution to do this seamlessly without developing new rich media ads. Lightning technology enables brands to transform online flash adverts to HTML5 mobile adverts without any extra development or cost. This therefore provides incremental reach with the same MPU format making the ad work harder for the cost.”

Greystripe has nearly 2,000 mobile-specific publishers integrated into its brand placement network.