Mobile advertising network Quattro Wireless is delivering mobile banner ads and a new mobile Web site for Ford Motor Co.'s newest auto brands.

Quattro has created a brand-preserved destination and mobile banner ads for Ford's two newest auto brands -- the 2009 Ford Flex and Lincoln MKS. Quattro Wireless is complementing Ford's mobile initiatives with a mobile site with information and interactive features via Quattro's content delivery platform.

"Ford has seen mobile as a big success, and especially in this economic down-cycle where every dollar matters, mobile is a very effective and efficient way to drive leads," said Steven Rosenblatt, New York-based vice president of ad sales for Quattro Wireless. "More importantly, they built a great quality experience with Flex, as opposed to just a static single page with an image.

"They're creating an engaging experience on mobile," he said.

The Ford Flex mobile site highlights many of the aspects of the vehicle by providing smartphone users with a sleek interface.

The mobile site features a photo gallery, videos, wallpaper and ringtone downloads, a dealer locator, a sign-up portal for SMS alerts and a send to a friend feature.

The site can be found at http://flex.qwapi.com.

The highly targeted Ford Flex mobile media plan uses a variety of ad units, including video pre-roll, two-way targeted SMS and mobile banners across properties such as Reuters, Yahoo, TV Guide and Verizon to reach the target audience.

"Ford is buying advertising on our network, driving consumers to its mobile site through mobile advertising," Mr. Rosenblatt said. "Lincoln MKS in particular is trying to reach adult, male-skewed consumers, and the NFL was a great complement to their strategy, so they're running mobile banner ads on the NFL mobile Web site at http://www.nfl.com."

Quattro is also working with other automakers to help bring their products and promotions to the mobile phone, including Jaguar, Land Rover, General Motors and Toyota.

Ford Motor Co.'s core and affiliated automotive brands include Ford, Lincoln, Mercury, Volvo and Mazda.

The company provides financial services through Ford Motor Credit Co.

Team Detroit brings together five of WPP's largest marketing and communications agencies in one central location, including JWT, Y&R, Wunderman, Ogilvy & Mather and Group M.

"The objective of the Ford Flex mobile campaign is to use the medium as a way to create instant consumer engagement with the brand in a highly visual way," said Brian Bos, senior vice president and convergence director at MindShare -- Team Detroit, Dearborn, MI. "By using Quattro's ad-serving technology, we're not only able to target the consumer, but also their handset types and its capabilities, providing the consumer the highest quality experience possible, based on what they own.

"We're also catering the banner message based on their demographic and likelihood to respond to a certain calls to action, then deep linking them directly to videos, ringtone and wallpaper downloads, or the home page," he said. "We're utilizing this approach across a majority of the media plan, which allows us to view performance across the campaign, and optimize the placements within, just as you would in online media today.

"This provides flexibility throughout the flight to meet the campaign's various objectives."

Implemented in January 2007, WPP restructured its services to offer more effective marketing partnerships to its client base in Detroit.

Team Detroit's client roster includes Bosch, Compuware, Dollar General, DuPont Automotive, Ford Motor Company, Oakwood Healthcare System, Shell, United Way of Southeast Michigan and White Castle.

With the industry's only pre- and post-click technology platform, Quattro Wireless provides publishers and advertisers with a turnkey solution to extend their Internet offering to the mobile Web.

Publishers leverage Quattro's proprietary mobilization technology and interactive feature set to launch dynamic, ad-supported mobile Web versions of their wired Web sites.

Advertisers partner with Quattro to design, develop and serve targeted and interactive campaigns to the Quattro Network audience.

"The Flex is one of the biggest launches for Ford this year, if not the biggest," Mr. Rosenblatt said. "The mobile site is a combination of great brand experience with a funnel purchase mindset moving consumers to the sale.

"It's a way to engage with the brand, and the next step is to turn them to a transactional mindset, moving people down the funnel and pushing them to go test drive it and transact," he said."You have to incentivize consumers to make it viral, and mobile is great for viral marketing, but you have to provide content and an experience that people want to share."