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Wednesday, February 09, 2005
"Red-Button" Ads Via SMS
A great article by Justin Pearse over at TheFeature:
The UK's Channel 4, Virgin Radio and Capital FM have all separately announced ventures offering essentially the same concept: their media sales teams are now to offer advertisers and agencies the ability to have an SMS response mechanism within their standard TV or radio ads. So, for instance, an advert for a Nivea beauty product encouraged listeners to text 'nivea' to an SMS shortcode number to receive a free sample.
This functionality is of course not new. SMS has been used to respond to ads on other media for the last few years, but the formalised way in which it is now being offered is new. This formal stamp of approval is an important step, industry insiders believe, in driving uptake of mobile marketing -- and, interestingly, of mobile content, as the reward for interacting with ads is increasingly a WAP push message driving recipients to the mobile Internet.
Full article under the link above.
The UK's Channel 4, Virgin Radio and Capital FM have all separately announced ventures offering essentially the same concept: their media sales teams are now to offer advertisers and agencies the ability to have an SMS response mechanism within their standard TV or radio ads. So, for instance, an advert for a Nivea beauty product encouraged listeners to text 'nivea' to an SMS shortcode number to receive a free sample.
This functionality is of course not new. SMS has been used to respond to ads on other media for the last few years, but the formalised way in which it is now being offered is new. This formal stamp of approval is an important step, industry insiders believe, in driving uptake of mobile marketing -- and, interestingly, of mobile content, as the reward for interacting with ads is increasingly a WAP push message driving recipients to the mobile Internet.
Full article under the link above.