Orange tinkers with SMS advertising
The telecom provider Orange conducted a test in Switzerland with advertising within text messages. The test participants received a credit note on their bill in return for the advertising they received.
Telecom provider Orange is gaining experience with advertising on cell phones: in Switzerland, together with solution provider Amobee Media Systems, it conducted a test with advertising within text messages. Customers who signed up for the test received a credit on their bill in return for the advertising that was integrated into their incoming text messages. The advertising was integrated in the unused area of the text messages and the maximum SMS capacity was limited to 160 characters.Orange cites the wide reach and target group-specific placement as advantages of SMS advertising. In addition, advertising integrated into SMS is less disruptive than conventional advertising SMS from third-party providers. This form of advertising offers the addressee a choice of various interactions: Click-to-WAP, Click-to-Call or Click-to-Download. It is not yet clear whether and when Orange will convert the test into a normal offer.
