MTV Networks picks Crisp Wireless to create rich media mobile units

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MTV Networks is working with Crisp Wireless, a mobile ad company, to create rich media units on its mobile WAP sites. The partnership, struck last month and announced January 5, has extended MTV's mobile ad unit offerings to include rich media and custom ad design.

“Crisp has better resources, as far as building out rich media units, for when we have advertisers who are interested in serving rich media ads,” said Sol Masch, director of mobile marketing at MTV Networks.

“Premium publishers and large advertisers are looking at mobile a lot more seriously,” added Tom Foran, chief revenue officer at Crisp Wireless. “We think that 2010 will be the year that brand advertising takes off on the mobile Web.”

The first advertiser to take advantage of the partnership was the US Air Force. Its December campaign featured a banner ad of an Air Force plane flying through and virtually breaking the mobile screen. MTV would not disclose what other advertisers plan to run the units.

Under the terms of the partnership, Crisp will provide creative services and technology, including click-to-call units, click-to-video units and location-aware ads. The partnership is nonexclusive, so MTV is able to work with other vendors, as well.

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