EMI label Parlophone has confirmed it has bought into a new kind of mobile advertising which employs the pay-per-click model rather than the pay-per-campaign system. The major label has booked mobile ads through a company called New Visions for their latest Lily Allen promotion. Fans can download a Lily Allen animated screensaver to their mobile, and the label will pay for the campaign based on fan uptake.
Here's what Parlophone's Digital Media Manager Dan Duncombe has to say about the campaign: "Off portal mobile advertising is obviously a highly targeted and effective means of communication and marketing; direct to consumers via the devices in their pockets. By pushing people to Lily's interactive, loyalty based WAP site, we can capture data for future marketing as well as offering commercial content. As with the rest of the Lily Allen campaign this is a UK artist media first and in keeping with Lily's digital roots".