Teletext to extend its mobile service

exclusive basis using its mobile ad platform, Mpression.

The deal follows Associated Newspapers' appointment of 4th Screen to
handle advertising for its newly launched Metro Mobile. A commercial
launch of the site, www.metro.mobi, is due early this year.

4th Screen Advertising claims it now handles more than 30% of all mobile
inventory in the UK, through deals with O2, Tesco Mobile, ITV and
Manchester United. Its deal with Associated Newspapers comes as an
increasing number of companies look to mobile ad sales as a source of
revenue. AOL was the latest to announce plans to sell ads on mobile
sites in November.

Meanwhile, online ad sales houses including Channel 4's 4DS, Ad2One and
Unanimis are also boosting their focus on mobile advertising.

4th Screen managing director Mark Slade said the growing number of
players in the mobile ad market is increasingly being matched by
interest from brands and media agencies.