• by Erik Sass  @eriksass1, April 2, 2010

Westwood One, a network radio content provider, has announced a new mobile ad partnership with Nexage, which will help handle the logistics of mobile advertising to maximize efficiency and profitability.

Specifically, Nexage will help centralize and monetize mobile ad delivery for Westwood One, which offers radio clients a number of mobile content and ad features.

Nexage will provide these services through AdMax, its integrated system for managing all types of mobile advertising across various devices and formats. AdMax will allow Westwood to offer improved, more cost-effective services to national mobile advertisers, including enhanced performance reporting.

Also, using AdMax will help Westwood's affiliated mobile content partners, including newspapers, radio, and TV stations, offer the same improved services to local advertisers.

This is the latest in a series of moves by Westwood to expand its content and advertising offerings at the national and local levels.

In January, Westwood acquired Sigalert, a traffic news content service, from Jaytu Technologies. The deal gave Westwood One control of Sigalert's digital system for collecting and distributing traffic information for various areas in Southern California, Northern California and Arizona. Westwood plans to expand Sigalert's coverage from its eight current markets to a total of 65 markets by the end of the year.

In September 2009, Westwood announced it was the exclusive affiliate and advertising sales representative for the Weather Channel Radio Network. The three-year deal gives 5,000 Westwood radio station affiliates access to Weather Channel branded-content, including live severe weather updates, drawing on the expertise of 30 radio broadcast meteorologists and 100 meteorologists in Weather Channel's cable operations.