Declining prices for mobile banner ads

Thomas Husson | July 30, 2008, 12:07 PM

Not sure why but there were some articles today about the deal between Virgin Media and mobile advertising firm 4th Screen deal.
4th Screen was already selling ads for Virgin Mobile, but it may well be an extension of the deal with 4th Screen collaborating with Virgin's in-house advertising unit ids to plan and execute cross-platform efforts spanning mobile, television and the web.

With o2 as main client, 4th Screen had gained lots of traction in the last few months in the UK market. Yahoo! runs mobile ads for 3, T-Mobile and Vodafone. Not many news from ScreenTonic (MSFT) and a few off-portal deals for Nokia and others...

According to my colleague Nate Elliott, "Banner prices are today artificially inflated by the scarcity of mobile advertising inventory". As mentionned several times here, expect those prices to go down over time, as inventory rises. This already started to happen when O2 active inventory was made available.