Company Launches Paid Ads on Directory Assistance Services
Posted on 23-Mar-2006 10:42.
Filed under: News
MIVA, Inc., is launching TXT//AD, a Pay-Per-Text ad channel that allows advertisers to reach potential customers via SMS. The service is is being launched in the U.K. via an exclusive deal with The Number, a directory assistance service and the company behind the "118 118" brand.
The new product enables advertisers to buy space within "118 118" text messages.
The new 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.
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.
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.
TXT//AD was tested and researched by Saville Rossiter Base in a sample of 500 mobile phone users. Nearly 60% of respondents who were sent the message recalled it, and 14% of these people used the additional number.