Channel 4 is buying a 10 per cent stake in mobile ad tech firm Mobile IQ to boost its mobile advertising efforts. The two companies have been working together since February 2006, during which time Mobile IQ has deployed both Channel 4's direct-to-consumer mobile services and its mobile content portals on Vodafone and O2. Channel 4 uses Mobile IQ to help package mobile content from its shows that can be sponsored by its advertisers.

They are also planning to create new mobile ad opportunities around video advertising, as well as giving clients more targeted mobile ad opportunities and will redevelop the broadcaster's mobile portal.

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