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Radio One Enhances Mobile Efforts

Hires Marketron Mobile for messaging and ad sales support

Building on its 2010 acquisition of mSnap, Marketron has won a business deal to provide mobile sales efforts to Radio One and help that broadcast company launch its own mobile ad network.

“With African-Americans more likely than whites to use various mobile features, such as Web surfing and playing music or sending and receiving text messages,” the supplier stated, “the opportunity for media companies to reach this highly engaged demographic through the mobile channel cannot be denied and is now a reality due to Radio One’s partnership with and use of Marketron’s mobile technology.”

Look for message-based campaigns involving requests, dedications, loyalty programs and “text to win” contests.

Marketron last fall acquired mSnap, a broadcast-based mobile ad network, a move that allowed it to create its own mobile arm.

Radio One stations target African-American and urban listeners. The announcement was made by Radio One GM of Digital Dan Shelley and Martin Kristiseter, VP of mobile solutions at Marketron. Shelley said Radio One launched its mobile strategy with Marketron in January and has done workshops on how stations can make money with it in seven of its markets.

Its new Radio One Mobile Network is positioned as “the industry’s first urban mobile ad network that provides an effective solution for advertisers seeking to connect with African-American and urban segments of the U.S. population via mobile.”

Marketron is an affiliate of the Wicks Group, which also owns RW publisher NewBay Media.

We Are Defined By What We Offer You” (Dec. 2010)

What Is Marketron Mobile?” (Jan. 2011)