Hands-On Mobile launches advertising unit

Mobile content publisher Hands-On Mobile (formerly MForma) has launched a media and advertising division headed by former Primedia and IDG Entertainment executive John Rousseau. The advertising unit will offer brands product placement, interstitial advertising integrated into the company's mobile content, instant messaging products, alerts, promotions and mobile coupon marketing vehicles. Hands-On claims it has a distribution network that reaches 150 mobile network operators in more than 40 countries worldwide.

When the company rebranded in April to better reflect its direct-to-consumer business model, it reorganized into three units: Hands-On Games, Hands-On Lifestyle and Hands-On Personalization--the addition of Hands-On Media and Advertising makes for a sizable quartet. In May, Hands-On Mobile's CEO Jonathan Sacks said the firm will bring in well over $100 million in sales this year. The company claims (and many insiders believe) Hands-On will launch an IPO by year-end.

For more on Hands-On Mobile's ad initiative:
- read this article from Adotas