The music and youth lifestyle broadcaster is planning both ad-funded and paid apps for phones and iPad, and is developing bespoke ad opportunities for brands.As part of the strategy, MTV has appointed MiG-owned 4th Screen Advertising as its first third-party mobile ad sales partner, ahead of an increase in its mobile activity.
4th Screen will work with MTV's existing but fledgling internal mobile ad sales team to develop ad formats across its mobile site, existing MTV News app and future apps.
Until now, MTV UK & Ireland and MTV Europe haven't committed heavily to mobile apps. The MTV News app, which lets people view and share breaking news from MTV.co.uk, was launched last spring, while in November MTV Europe launched an app for the MTV European Music Awards.
In the same month it launched Touch MTV, an app preloaded on Samsung's Galaxy Tab device (nma.co.uk 17 November 2010).
Duncan McCrum, head of Digital Sales at MTV Networks UK & Ireland, said the company was now looking to push into the app space pretty hard , particularly for brand partners.
Working with MiG on mobile advertising allows us to build more mobile sites, he said. We can also create new mobile opportunities for potential campaigns.
4th Screen Advertising also works with publishers including Guardian News & Media, ITN and FHM.
