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ESPNcricinfo secures advertising collaboration with Idea Cellular

Ravi budhwar

21 Apr 2011
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ESPNcricinfo has agreed an innovative long-term mobile advertising deal in India with IDEA Cellular, the third largest mobile operator in India, which demonstrates its ability to deliver unique value to marketeers across multiple platforms.

IDEA Cellular is a major sponsor of ESPNcricinfo’s mobile website and apps in India, as well as the main web portal, to target passionate cricket fans with a sustained and multi-faceted presence.

Multiple IDEA Cellular ads – both static and rich media banner ads, inviting user interaction with Brand Idea - will be on display across the ESPNcricinfo mobile site and app. Rich media banners will allow Idea to deliver multiple messages to consumers at different times throughout their visit to their app.

The campaign aims to ensure that on any single visit to the ESPNcricinfo mobile siteor web portal, Idea is one of the most visible brands. Additionally, IDEA Cellular will also sponsor the home page and rankings sections of the ESPNcricinfo mobile site, and, display advertising online.

Tom Gleeson, vice president, digital media, ESPN International, said: “Around the world, and especially in India, cricket is a sport consumed heavily on mobile media. More sports fans are following the sport on mobile phones and ESPN is now ideally placed to help leverage this opportunity for brands and to serve fans wherever they are. The nature and scope of this campaign enables IDEA Cellular to deliver multiple messages during users’ visits and further demonstrates our unrivalled ability to connect brands to cricket fans both in India and worldwide.”

ESPNcricinfo’s mobile audience in India is fast-rising, with over 5 million visitors and more than 100 million page views to its mobile website during a major series. The site further proved its appeal to fans during the 2011 ICC Cricket World Cup: the Indian subcontinent generated the most mobile Web usage during the World Cup compared to all other major markets, logging more than 300 million page views and over 10 million visitors consuming ESPNcricinfo content from their mobile devices. Since its launch earlier this year, the ESPNcricinfo mobile app for iPhone and Android has been consistently ranked at number one within the sports app category in India.
source:media news
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