China Mobile Ad. Venture Announced

Dentsu, CA Mobile and Cyber Communications announced [.pdf] that the Chinese government has approved their application to begin business operations at the new joint venture they have established to specialize in mobile advertising in China. An announcement ceremony was scheduled to be held in Beijing, on April 17, to mark the launch of Beijing Dianyi Advertising Co., Ltd. The shareholder ratio indicates CA Mobile will retain 66.6% with Dentsu and Cyber Comm. each taking 16.7% of the ¥100 million start-up capital.

The new company will set up a network linking major mobile media in China, and will control this network through the use of sophisticated management systems for ad delivery and ad sales and marketing, enabling it to offer high-quality, one-stop advertising services. The new company has already brought together mobile media with a traffic level of approximately 400 million page views/day.

Also noted: This AFP article suggests that a recent study on mobile ad revenues in Japan estimated that volume will triple, to $1.1 billion, by 2011. It should be very interesting to see the compared sales in China 4-years down the road as well.