Orange UK selects PhoneSpots Mobile Advertising Solution

Rating: who pays, man?

By Bena Roberts

Orange has signed up for PhoneSpots 118 000 directory assistance service. When users use the service they are also targeted with advertising.

From the press release
“Caller experience is paramount for Orange UK’s directory assistance business, so it’s critical that our callers find value in the content and advertising we deliver,” said Jon Cheetham, Senior Product Manager, Orange UK. “The PhoneSpots mobile advertising exchange enables us to strike the delicate balance between creating a premium caller experience and delivering successful advertising campaigns.”

“We have seen a significant uptake in calls during the times we have targeted the delivery of our mobile ads to Orange directory assistance callers,” said Martyn Noble, Chief Operating Officer of Blueback Taxi, one of the first advertisers on the PhoneSpots mobile advertising exchange. “Targeting our ad placement to reach people who have called 118 000 looking for a restaurant, bar, night club, or airport has produced consistently great results.”

“The directory assistance marketplace is becoming increasingly competitive, both in the U.S. and abroad,” said Tom Arthur, chief executive officer, PhoneSpots. “The PhoneSpots mobile advertising exchange enables directory assistance providers to compete more effectively by delivering precisely targeted advertising and content that is valued by consumers and positively impacts the bottom line.”

What we think
We are not so sure – also its not clear if the consumers still has to pay to use the 118 000 service. Its touted as a premium service which is fine but will users just receive adverts or will they have to allow them? What is the cost or the business model? GoMo News will find out and let you know.

Related News:

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2. Call Genie pays USD 5.75 for Phone Spots
3. AT&T announces MobileAd Technology from Apptera for Free Directory Assistance
4. Local Matters and mobilePeople Merge
5. AOL Movifone and Apptera targeted in-call advertising