• by Greg Masters , October 31, 2005

A new wireless alliance between Third Screen Media and Crisp Wireless is enabling publishers and advertisers to do more than reach an audience; it's allowing that audience to use mobile phones to reach right back.

Mobile phone users have been introduced to ringtones, wallpaper, and other services they must pay for. But, says Boris Fridman, CEO of New York-based Crisp Wireless, a lot of high-value content could be delivered across wireless carriers through the Third Screen Media Network. And it could be sponsored by advertisers, allowing users to respond via interactive banners, dealer/store locaters, coupons, contests, and voting.

Crisp Wireless has already produced wireless sites for TWI Interactive, NBC Olympics, Sony BMG, and Hearst Media, and the firm is developing relationships with advertising partners, including Ogilvy's mOne division.

Maria Mandel, director of digital innovation at Ogilvy Interactive, believes the initial target audience for multimedia is under 25, but will quickly broaden to consumer packaged good companies, financial service firms, and car manufacturers.