Virgin Mobile, Microsoft add momentum to mobile ads

Virgin Mobile USA has tapped AOL’s Platform-A to handle its WAP banner inventory.
Platform-A will serve as the “exclusive display advertising and sales partner” for the mobile virtual network operator’s mobile Web inventory, delivering banner ads across Virgin’s deck. “Working with Virgin Mobile USA, we can help advertisers expand their mobile marketing efforts and effectively engage the 14- to 34-year-old youth market,” said Platform-A President Lynda Clarizio.
The announcement marks Platform-A’s second mobile win in as many months: The solution, which leverages technology from AOL’s Third Screen Media, recently won exclusive rights to guarantee placement to advertisers within Verizon Wireless’ online and mobile Internet properties.
Meanwhile, Microsoft Corp. said it has begun serving display ads across its mobile e-mail and instant-messaging services. The software giant said ads will appear through its Windows Live Messenger and Windows Live Hotmail offerings in the United States, United Kingdom, France and Spain; other European markets are expected to follow.
The announcement follows Microsoft’s move to deliver ads alongside premium content on its MSN Mobile portal.
“This announcement is evidence of our commitment to providing advertisers with further opportunities to connect and engage consumers throughout their ‘digital day’ – at home, at work and on the go across multiple platforms, devices and geographic regions,” said Brian Arbogast, corporate VP of mobile services at Microsoft.