Par, MSN Mobile on the line


Microsoft's MSN Mobile said Monday that it will begin serving banner and text ads on its pages in the U.S., with Paramount Pictures signed on as one of the initial participants.

The new ad launch will feature promotions for Paramount's "Cloverfield," produced by J.J. Abrams and his Bad Robot production company, set to be released Jan. 18. Paramount will be putting a clip of the film on MSN Mobile to promote the release.

"Paramount Pictures and Bad Robot are both innovation leaders in their own right," said Amy Powell, senior vp interactive marketing at Viacom-owned Paramount. "So when we partnered on the upcoming film 'Cloverfield,' we wanted to find cutting-edge ways to market the film."

Jaguar Cars North America is the other company initially signed on for MSN Mobile's advertising.

The mobile ads will made with technology from Microsoft and ScreenTonic SA, a European mobile marketing company that Microsoft acquired in May. MSN already has implemented cell phone ads on its pages in the U.K., Japan, France, Belgium and Spain.

MSN Mobile is a cell phone portal for MSN's Hotmail, instant messaging, search, news and other content.

Yahoo, Google and Time Warner's AOL already have advertising on their mobile pages.