Puca unveils mobile ad service

13-09-2007

by Charlie Taylor

Irish mobile marketing firm Puca has launched a new service which enables advertisers to place specially targeted ads on mobile internet sites.

'PucaTarget' allows firms to place ads on sites that have "demographic audiences relevant to their brand", with the aim of enticing mobile users to click through to the advertisers' mobile websites.

The firm claims that its new service offers a number of advantages to advertisers, including access to a network of "exclusive partner sites", tracking tools which measure ad and site performance and Device Recognition Technology (DRT), which it says ensures perfect banner ad fit, regardless of the phone on which the ad is viewed on.

"Mobile internet advertising delivers universal reach to advertisers who want to interact directly with their customers, wherever they are," said Puca's global marketing and communications manager, Shane Kavanagh.

Puca, which was established in 2000 and currently employs 18 people in Ireland, has created mobile internet advertising sites for a number of well-known brands including Halifax, Warner Music and Reebok.

According to recent research carried out by Puca, mobile marketing is expected to generate revenues of EUR17 million and account for 1 percent of the total advertising market in Ireland in 2007.

The company forecasts mobile marketing growing to 5 percent of the total advertising market by 2010, with a value of over EUR100 million.