Qustodian launches new user controlled mobile advertising service in the UK in partnership with MediaCom and Metro | MMA Global

Qustodian launches new user controlled mobile advertising service in the UK in partnership with MediaCom and Metro

December 5, 2013
Qustodian launches new user controlled mobile advertising service in the UK in partnership with MediaCom and Metro
Users download a free app to opt in to receive a personalised advertising service that pays them for the attention they give to branded messages
MediaCom managing user acquisition programme and placing client ads, including Sony, Bose and EA Games at launch.
Metro partner with Qustodian to help grow the users for share in revenues
London, 28 November 2013: “Every time you look at an ad someone profits. Make it You.”
Qustodian has formally launched its UK mobile advertising service that puts users in control of the mobile advertising and deals they receive on their mobile phones. Users create their profile of interests and then view targeted messages and deals via the free Qustodian App. In return they receive a share of the advertising revenue generated by their interaction. Qustodian’s role is to act as a ‘data intermediary’ between people and brands, to make sure that the users gain maximum commercial benefit from their interaction with the brands that most interest them, thereby delivering true engagement marketing.
MediaCom is acting on behalf of Qustodian to help grow its UK audience as well as placing client ads with the service. The initial launch brands running campaigns on Qustodian are Sony, Bose and EA Sports.
Metro has also partnered with Qustodian and MediaCom to carry ads for the service in return for a revenue share for those users signing up. Metro will also be able to use the service to interact with those same users over Qustodian’s unique “ad inbox” technology, delivering rich-media and interactive content.
John Roberts, UK MD and co-founder of Qustodian, said:
"We are delighted to be working with such major partners for our launch who recognise the innovation and importance of respecting the privacy and needs of mobile phone users when delivering commercial content on smartphones.
Phil Hall, Head of Investment at MediaCom said:
“We are keen to support Qustodian’s innovative approach to permission based mobile advertising. This is an important and growing sector and the very high response rates that Qustodian deliver make them an important player in the market.”
 Matt Teeman, Commercial Director at Metro said:
We’re always looking at ways in which to further develop our interactions with customers and Qustodian offers a new mobile channel in which to engage with our readers on their terms, with the additional benefit to Metro of a new digital revenue stream.”


Media enquiries
John Roberts, MD, Qustodian 
07786 517099
Phil Hall, Joint Head of
Investment, MediaCom
020 7158 5647

Notes to Editors

About Qustodian:

Qustodian is a new, independent digital media company focused on providing next generation mobile advertising and marketing solutions using the mobile internet to communicate with mobile phone users.

Qustodian’s goal is to provide a mobile marketing and advertising service that puts the user in control of what they receive, when and how. Members are offered the opportunity to create and manage a digital profile of their preferences so that they receive the financial and commercial benefits of the use of this data. This is in contrast to many large corporations who are currently collecting this profile data from us for their own benefit. This approach not only benefits the user, but also the advertiser, as the advertiser knows that the user has agreed and wants to receive communications from them.

Qustodian was founded in 2009 from the telecoms and media industries, including experts in mobile marketing, social intelligence and technical innovation. Founding shareholders include Tomi Ahonen, Forbes’ “most influential man in mobile 2012” and Alan Moore, the original proponent of Engagement Marketing. The Company is currently located in London, Madrid and Barcelona.

About MediaCom:

MediaCom is one of the world’s largest Media Communication Specialists, with billings exceeding US $25 billion (Source: RECMA) and 113 offices in 89 countries around the globe. Our “People first, better results” philosophy drives our strategy and reflects our belief that putting people – employees, clients and consumers – at the core of our business leads to optimum business results.  The MediaCom UK family of companies includes such leaders in their fields as:  Direct MediaCom, our
direct response experts, creating close, measured connections with consumers; MediaCom Beyond Advertising, content specialists, helping to reach consumers with communications they welcome and value; MediaCom Sport, a specialist sports sponsorship and strategy team focused on helping clients to skilfully position and market their brand at a global level within the sporting arena; and MediaCom Business Science, focused on helping clients achieve maximum sales return.  MediaCom Worldwide is a member of WPP, the world's largest marketing communications services group, and is a part of GroupM
, WPP’s consolidated media investment management arm.   For more information, visit www.mediacomuk.com.

Find us on Twitter @mediacomuk

Like us on Facebook at www.facebook.com/MediaCom

Join us on LinkedIn here

About Metro:

Metro is the UK’s leading urban media brand, helping its consumers get more from city life through its print, mobile, web, social and event based platforms. Launched in 1999 as a concise read for urbanites on the commute, it contains bite-sized news, sport, entertainment and local information that trigger conversations. Distributing 1.4m copies across 50 UK cities and read by 3.4m readers, Metro appeals to a young, affluent and aspirational audience who are increasingly on the move. As such, Metro offers an exceptional suite of digital editions; its iPhone iOS edition, Kindle edition and award winning Tablet Edition.