Lenco May Become All Things Digital of Advertising

Lenco Mobile, a mobile and Internet ad platform company, has completed its acquisition of the Internet radio and TV ad company Jetcast, creating a practically one-stop company in terms of digital advertising.

The Santa Barbara, CA-based Lenco currently offers both a  “traditional” online ad outlet and a mobile ad outlet–the latter of which allows brands to design, manage, and execute mobile-based marketing campaigns through MMS messaging, and also offers numerous products and services like mobile sites, mobile greeting cards, high mobile ad-impression serving, and loyalty programs. The Jetcast network allows for streamed audio ads on Internet radio and Internet television sites, reaching up to 40.7 million unique visitors per month in the United States.

The merged businesses are poised to offer the widest variety of digital advertising, and to make it easy for marketers to go multi-channel at once.

Not only will Lenco enable multi-platform campaigns, it could even allow a single campaign to automatically become multi-platform. For example, streamed audio ads, to which a person must listen before being able to tune into an Internet radio broadcast, can reach consumers either on their computers or on their handsets, if they have a smartphone that can access the Web, and the particular site is mobile optimized.

And of course, the usual multi-channel strategy will work especially well on mobiles: A call-to-action display ad on a mobile Internet page can direct consumers to text-in a keyword to a shortcode, in order to receive coupons or content such as entertainment-marketing videos.

“We have set out to develop an advertising company that provides brand owners with global access to new media channels and compelling technology. Jetcast expands that reach from mobile phones and traditional online advertising to Internet radio and television,” Lenco CEO Michael Levinsohn said in a release.