UK satire website The Daily Mash has appointed 4th Screen Advertising as its exclusive mobile advertising sales partner.
The Daily Mash, which launched in 2007, is the UK’s biggest current affairs satirical website, with a readership which can be generally categorised as male, intelligent, educated, and affluent and who frequently make purchases online.
Advertisers will now be able access The Daily Mash’s mobile audience via 4th Screen’s range of rich media ad formats including HTML5 formats and ‘tap to expand’ banners.
Ads will be served via the AdMarvel mobile ad platform which allows real-time campaign optimisation and provides a fine grained level of ad-targeting that draws on location, time-of-day and operating system to serve the most relevant ad.
The Daily Mash, which launched its mobile website this week, is the latest publisher to appoint 4th Screen to manage the sales of whose clients also include The Guardian, ITV, Global Radio and IMDb.
Advertising sales for the Daily Mash desktop site will continue to be handled by w00tmedia.
Paul Stokes, publisher, The Daily Mash, said: “The Daily Mash has amassed an audience which largely consists of intelligent, high-earning males, which makes our online inventory highly desirable to certain advertisers.
“This month we have launched a mobile site for The Daily Mash and appointed 4th Screen Advertising to help unlock its full commercial potential and offer advertisers a range of rich media formats to ensure high levels of engagement. “
Mark Slade, CEO, 4th Screen Advertising, added: “The Daily Mash is just one of a growing number of publishers waking up to the fact that mobile isn’t just an add-on anymore, but now at the forefront of modern publishing models.
“The latest figures from the IAB support this, with mobile ad spend in 2011 jumping 157% to £203.2m. Mobile advertising is experiencing a huge growth curve right now and we’re looking forward to helping The Daily Mash offer this as a module within its ad packages.”