Microsoft is acquiring European mobile advertising company ScreenTonic SA in a bid to expand its mobile expertise--and intends to use the company as an eventual springboard to offer global mobile
services.
ScreenTonic will retain its brand name and continue to operate from its Paris headquarters.
"The mobile Internet is an extraordinary vehicle for brands to connect
with their target audiences, because devices like cell phones enable interaction to take place virtually anywhere or anytime," said Steve Berkowitz, senior vice president of the Online Services Group
at Microsoft. "The acquisition will be part of our long-term strategy to deliver ad experiences that map to the environment."
ScreenTonic has relationships with some of the largest mobile
providers in Belgium, France and the U.K.
"ScreenTonic gives us the complete package," said Joe Doran, general manager of Microsoft Digital Advertising Solutions. "They are the right people with
the right skills and relationships."
According to the ScreenTonic Web site, ScreenTonic has announced that it has just passed the one billion mark in the number of page impressions sold for
mobile phones, and is working with brands such as Coca-Cola, Reebok, Citroën, Jaguar, EMI, Peugeot, BMW and Paramount Pictures.
ScreenTonic currently markets an inventory of 80 million page
impressions every month.