NeoMedia Technologies, Inc (NEOM)

[ss9173]

DD Miva launches pay-per-text mobile ad service

By Staff
23-03-2006 04:11 PM

http://www.netimperative.com/2006/03/23/Miva_mobile

Search marketing network Miva has partnered with 118 118 to launch a new pay-per-text ad channel that lets advertisers reach potential customers via their mobiles.

The TXT//AD service is being launched in the UK via an exclusive deal with directory firm The Number, owner of the 118 118 brand. The new product enables advertisers for the first time to buy space within 118 118 text messages.

The ads will be sold by targeted ‘Ad Groups’ allowing companies to reach highly relevant audiences actively interested in their products or services. TXT//ADs include advertisers' phone numbers as well as special offers or advertising straplines.

Seb Bishop, director and CMO at Miva, said: "118 118 texts tens of millions of directory callers with their enquiry details each year. TXT//AD for the first time gives companies the opportunity to have their number and any special offer included within these messages.

"A car hire company, for example, could now buy space in every text message sent in response to 118 118 enquiries for companies in the 'airlines' Ad Group. We believe this is an incredibly powerful and highly targeted new ad model."

William Ostrom, communications director, The Number, added: "Mobile callers to 118 118 ring us because they have an immediate and direct need to reach a business or service. Now, we've developed and tested a proposition that we believe greatly increases the value of every message, without making any additional charge to the end user."

TXT//AD has been tested and researched by Saville Rossiter Base amongst a sample of 500 mobile phone users. The research found nearly 60% of respondents who were sent the message recalled it, and 14% of these people used the additional number.

The majority (93%) of users said they would like to receive an additional number in future.

Three quarters (75%) of respondents said that they could see clear benefits in the Service, while just over 80% of respondents were also interested in an enhanced offer (such as a discount on goods or services) and the majority said that even if they didn't use it immediately, they would do at some point.

Half also said they would think about sending the information on to family and friends.

Miva will manage the sale of the new model to advertisers and their agencies; the company's editorial team will also work with advertisers to develop the copy for the new ads.

+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++

SS9173