24/7 Europe creates world's first WAP ad campaign

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LONDON--European online ad sales network 24/7 Europe has put together for Finnish-based Internet brokerage service eQ Online what it claims is the world's first ad campaign using WAP (Wireless Application Protocol). WAP enables people to access services from the Internet, intranet and corporate IT networks though wireless devices such as mobile phones and palm devices.

Jani Karlsson, intelligence resource manager at eQ Online, says: "The number of calls we have received as a direct result of this campaign have far exceeded our expectations. As a technologically innovative company with a clear focus on customer needs, we want to ensure that the services we offer use the most flexible platforms available."

Antti Eranne, recently appointed head of development of 24/7 Europe's digital and mobile advertising services, says: "This deal marks a breakthrough into new advertising platforms. WAP technology is still in its infancy and as usage becomes more widespread, increasingly sophisticated advertising solutions will become reality."

Copyright October 1999, Crain Communications Inc.

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