The Reston, Va.-based Mobile Discovery will provide its Connected Media Platform to the venture, where consumers can respond to media--print, out-of-home or broadcast--via their mobile phones. The companies say this provides a "digital return path." Advertisers can develop new media campaigns, and users can respond to ads and services. One catch: customers may get a related mobile ad or service coming back at them later.
VivaKi Ventures, the Publicis division that looks to improve marketers' performance in digital markets, will make Mobile Discovery's CMP's technology available to all clients in its agency network, including Digitas, Starcom MediaVest Group, ZenithOptimedia and PhoneValley.
"Mobile Discovery has a single, holistic, end-to-end solution that integrates multiple enabling technologies--think SMS, 2D barcodes, and image recognition--making them easily accessible and manageable for our agencies and their clients," said Tim Hanlon, executive vice president and managing director of VivaKi Ventures, in a statement.
Mobile Discovery says using offline media, such as mobile phones, can help advertisers generate sales. David Miller, CEO of Mobile Discovery, said in a release that offline ads can trigger multimedia experiences, as well as providing real-time performance-based analytics based on consumer interactions.