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September 15, 2011

24/7 Real Media Joins Hands with Skype for New Advertising Opportunities in France
By Jayashree Adkoli
TMCnet Contributor

To evoke new advertising opportunities in France, 24/7 Real Media – a provider of digital marketing solutions for advertisers and publisher - announced that it has signed an exclusive agreement with Skype (News - Alert) – the Voice over IP (VoIP) service provider - in France.

Representing Skype’s display advertising sales in France, the new agreement between 24/7 Real Media and Skype will help expand the reach of 24/7 Real Media by providing brands with access to Skype’s user base. Precisely, advertising on Skype in France provides brands with access to Skype’s customer base as well.

Edouard Dinichert, head of media at 24/7 Real Media, said, “Skype’s reach and engaged user base make it an attractive platform for brands to market their products…Skype’s biggest strength lies in its intimacy factor, as the average Skype user has a positive association with their experience because they use it to stay in touch with family members, close friends or professional contacts. There are not many opportunities that can deliver that type of setting to advertisers combining social media and strong video / rich media format.”

The partnership between Skype and marketing solutions provider 24/7 Real Media will enable advertisers to gain access to multiple advertising opportunities through a single format, such as the option of utilizing expandable video.

Advertisers can have greater benefits as well because Skype also provides new ways to communicate with end users by offering brand advertisers a click-to-call button that can be included within the ad and allows users to directly contact them.

“After successful launches in several countries, we are excited to expand to advertisers in France,” said Andy Sims, Director of global advertising services at Skype. “We have found a great partner in 24/7 Real Media who compliments Skype in their approach to media and we’re confident that they will help us bring the Skype offering to France's great brands.”

According to a press release, the first campaign is already underway driven by the media agency OMD (News - Alert) (Omnicom Media), and Sony is the first brand to advertise on Skype in France. Sony’s campaign is running on ad-enabled versions of Skype in France on four separate days during August and September.

“The Sony Internet TV offers the opportunity to take advantage of Skype: communicate with friends and family, displayed in your living-room.” said Nathalie Hoffet, communications director for Sony France, in a statement. “It is therefore natural that Sony took the opportunity to be the first advertiser of Skype in France, both in line with Sony’s Internet TV and reaching a CSP+ audience.”

24/7 Real Media offers an ad management platform called as Open AdStream and its Global Web Alliance of high quality publisher websites. Together, these solutions have turned the art of reaching audiences across any digital medium into a measurable science.

In recent news, 24/7 Real Media had announced that its Global Web Alliance of publisher websites is one of 17 ad networks and exchanges to certify against the IAB Networks and Exchanges Quality Assurance Guidelines.

Microsoft's (News - Alert) purchase of Skype recently got approval by the Federal Trade Commission (FTC (News - Alert)), as the FTC did not see any antitrust violations with Microsoft purchasing Skype.

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO West 2011, taking place NOW, in Austin, Texas. ITEXPO (News - Alert) offers an educational program to help corporate decision makers select the right IP-based voice, video, fax and unified communications solutions to improve their operations. It's also where service providers learn how to profitably roll out the services their subscribers are clamoring for – and where resellers can learn about new growth opportunities. To register, click here.

Jayashree Adkoli is a contributing editor for TMCnet. To read more of Jayashree's articles, please visit her columnist page.

Edited by Rich Steeves


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