4INFO to launch SMS Advertising Marketplace
Rating: ad textin’, man
The SMS mobile search company 4INFO has announced a marketplace for SMS advertising. The new marketplace will allow marketers to place SMS targeted ads into 4INFO’s mobile services. Publishing partners also include USA Today, Spark Networks and TV Guide.
This moves follows on from 4INFO’s new web based platform which is an SMS style easy to use WAP portal. The company now aims to enable advertisers to use this platform to control and manage their own advertising campaigns.
This is achieved by bidding on keywords; changing advertising messages; tracking response and targeting specific interest groups.
From the press release
“What we’re seeing today in the mobile advertising environment is probably the biggest land grab since search engines began battling it out in the 1990s,” said Zaw Thet, CEO of 4INFO. “With consumer adoption of SMS/text messaging growing exponentially, 4INFO is creating a simple, cost-effective way to connect marketers to a highly-engaged, tech-savvy audience immediately. Now, marketers can be the first to take advantage of our SMS/text advertising inventory to get their messages in front of a very receptive audience.”
What we think
We have a love hate relationship with SMS advertising as its easy to delete bulk SMS or SPAM without reading it and it also annoying to receive 2-3 adverts via SMS.
But the fact of the matter is that SMS is the largest growing mobile data market in the US and the new WAP portal from 4INFO is a search based WAP site that does make targeting and relevancy possible. 4INFO is a directory portal with consumers asking questions and hence the advertisers know what consumers want and can tailor the advert or message.
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