Medio launches its ad network in Europe

Medio Systems, a mobile search and mobile advertising solutions provider, recently made its MobileNow Ad Network available to European advertisers and mobile publishers.

Medio first launched its ad network in the United States in March 2007. In the past four months, the network has expanded to serve advertisers in the United Kingdom, Germany, France, Spain, Australia, and South Africa, according to Rowena Toguchi, director of marketing at Medio.

“The launch of our MobileNow Ad network in the UK is the first step towards an ad delivery mechanism that hinges on mobile search to provide far greater returns,” said London-based Ben Tatton-Brown, head of advertising sales EMEA, Medio Systems, in a statement. “The real potential of mobile site owners and advertisers comes from the ability to reach individuals with information that is of high relevance and importance to them at the moment they require it.”

The ad network targets mobile phone users with pay-per-click ads. It also allows publishers to build click-based advertising into their existing mobile properties. And by using a “Medio” search box, publishers can also use targeted search advertising.

For the past three years, the core of Medio’s partnerships has been with mobile carriers such as Verizon, T-Mobile, and TELUS Mobility, Toguchi said. However, the company has been expanding its business to individual mobile-accessible Web sites including ABC and CBS Mobile, she said.