NGN thinks up "smart ads"

News Group Newspapers, a division of the Rupert Murdoch-owned British print media conglomerate News International, launched "Mobi-site," a new mobile advertising solution that combines newspaper and mobile platforms. NGN's so-called "smart ads" insert keywords and shortcodes into print advertisements, enabling readers to receive additional information via WAP links mailed to their mobile handsets; advertisers are offered a range of media options, including streaming video, mobile vouchers, call-back options and data collection. "The option to add a mobi-site onto a newspaper advertising campaign is a positive way to engage readers and get them to interact with the brand," said NGN deputy managing director Mike Gordon in a prepared statement. "We are seeing a growing take-up of our own mobile content services and we are now passing this opportunity on to our advertisers."

For more on the Mobi-site launch:
- read this mad.co.uk article (reg. req.)

Related article:
- Study: Consumers still wary of mobile ads