MediaSmart^® and Publicis Groupe's AMX team up for mobile advertising

Press Release: 8th April 2008

Telstra's digital advertising arm MediaSmart^® and media buying group Australian Media Exchange (AMX) today announced a deal to combine strengths and work collaboratively to develop and grow mobile advertising opportunities in the Australian market.

The deal, which represents another major commitment by the advertising industry to the mobile arena, brings together big brand AMX clients such as Foxtel, Qantas and GIO, MediaSmart^®'s leading expertise in mobile advertising and Telstra's 3G mobile customer base of more than 3.5 million Australians.

General Manager of MediaSmart^®, Thomas Arthur, said the deal demonstrated the value created by key players coming together to grow the market and the opportunities for advertisers.

"There is growing recognition in the advertising industry, particularly among the leading agencies, that there are important gains to be made by getting into mobile advertising in the formative stages and teaming up to gain leverage from core strengths and capabilities.

"By working with organisations of the calibre of AMX, MediaSmart^® is determined to continue leading the foray into highly-targeted display advertising on mobiles, as well as building our capabilities in mobile messaging, microsites, content sponsorships and location-based services.

"The growth opportunities are exciting, particularly following Telstra's recent move to provide its 3G customers with a wide selection of free-to-browse content on its BigPond mobile portal. As expected, this has resulted in significant growth in the number of people accessing content on their 3G mobile and will continue to drive growth, reach and return for advertisers," Mr Arthur said.

AMX Group Trading Director, Ian Lomas, said the deal with MediaSmart^® was an important move for the organisation.

"AMX were heavily involved in Australia's first mobile advertising trials with Telstra and MediaSmart^® 12 months ago. This deal builds on our extensive learnings from these trials and reinforces our commitment to leveraging the mobile channel for our clients," said Mr Lomas.

For interviews or further information please contact:

• Stephen Ronchi, Sensis, ph: 03 8653 7828, mob: 0417 138 649
• Ian Lomas, Group Trading Director, AMX, ph: 02 9258 9100
• Matt Houltham, Digital Partner, ZenithOptimedia, ph: 03 9685 3100
• Nic Jones, Managing Director (Digital), Starcom Mediavest Group, ph: 02 8666 8035

About free-to-browse on Telstra Next G and 3G

On 20 December 2007, Telstra removed charges for Next G^TM and 3G customers to browse content on the Home and Today tabs of the BigPond Mobile portal. Customers only pay for what they wish to download or subscribe to and are alerted to these charges when they apply.

The restructured BigPond Mobile portal now has three tabs - Home, Today and a new Web tab.

The BigPond Mobile Home tab is where customers can stay up to date with the latest news, sports scores and exclusive AFL, NRL and V8 action, download their favourite BigPond music, tones and games, watch BigPond TV and FOXTEL Mobile, get maps and directions from Whereis^®, find the business they need with Yellow, find movie and DVD information from CitySearch^® and BigPond Movies, plus much more.

The Today tab provides a guide to what is new, topical, relevant and happening today on BigPond - the latest specials, downloads, headlines, events and exclusives from Telstra.

The Web tab provides the easiest way to access the mobile web. It provides a one-click launch pad to search the web or choose from the best mobile sites on the web including Yahoo, MySpace, Hotmail, RSVP and more.

Customers accessing third party web sites through the BigPond Mobile portal (or by inserting website addresses into their mobile browser) can either pay for browsing as they go or by purchasing a Browsing Pack. A variety of Prepaid and Postpaid Browsing Packs are available ranging from $5.00 for 5 MB through to $59.00 for 200 MB.

About MediaSmart^®

MediaSmart^® is Sensis' digital advertising arm and a leading Australian digital media sales business, offering online, mobile and in-game advertising. MediaSmart® provides integrated media solutions across the digital spectrum, using world-class technology and infrastructure to deliver sophisticated targeting options.

The MediaSmart^® online network is currently made up of leading websites, including Yellow^TM, White Pages^®, Whereis^® and BigPond, as well as third party sites such as lastminute.com, Greater Union and Weatherzone. MediaSmart^® has the capacity to serve more than 3,000 online ads per second at peak times and up to four billion ads per month.

About AMX

AMX provides high level support to each of the agency brands within ZenithOptimedia and Starcom, covering but not limited to group rate negotiations, group research negotiations, transactional optimisation, transformative research initiatives and program and content management.

^® and ^TM Registered trademark and trademark of Telstra Corporation Ltd.