Blyk and Velti push the envelope on mobile messaging advertising

Rating: Targetted multimedia content to be delivered by text

Ad funded mobile network Blyk has been growing in scary leaps over the year since it set up in the UK. It seems to have been watching what its user base of 200,000 has been up to, because it’s just announced that targeting messaging is the advertising method that gets the best response. With that in mind, Blyk has teamed up with mobile advertiser Velti to launch a new content rich messaging service.

What will the new service do?

The philosophy behind this service is that Blyks target audience of 16 - 24 year olds are more likely to find something they want from targeted content then from web browsing. Each subscriber to Blyk already has a user profile that they filled out. Based on this information and the users browsing habits, Blyk will send targeted messages every day, containing multimedia content like videos.

From the press release:

Shaun Gregory, UK CEO of Blyk, said: “In true Blyk style we have listened to our members - who continue to help shape our service – and with Velti we have created the first content service primarily based on messaging. Success with this method is evident already from the very high response rates to relevant, content-rich campaigns on Blyk from media companies as well as from some food and sports brands using content within their campaigns. The enhancement of the service in partnership with Velti is a beautiful evolution of our existing business model.”

Alex Moukas, CEO, Velti, said: “Blyk’s business model rests on delivering relevant brand communications to its members. Velti’s MMP platform provides the personalisation and marketing infrastructure required to ensure that value is derived for the brands and mobile users alike. The more a Blyk member uses the content portal, the more insight we have to work with. This means we can provide more targeted and valuable content as the relationship grows. Velti is very happy to partner with Blyk and the new portal makes one of the most exciting mobile operators in the industry even more accessible for innovative brands looking to reach the youth market.”

What we think?

Blyk is a company with some serious plans on the go. Coming so soon after their announcement of a 40 million dollar VC funding gain, I seriously doubt this will the last big announcement from Blyk this season.

But I am slightly confused if this is a service for Velti or for consumers. Sorry if I sound niave but why only have one messaging provider with one set of inventory - why not partner with more? Or, who finds the brands - Velti or Blyk?