Orange targets mobile advertising with new service

Orange targets mobile advertising with new service

Orange is planning an all-out assault on the mobile advertising market with the launch of a service called ‘Orange Shots’.

The advertising service enables brands to engage and interact directly with targeted segments of the operator’s customer base. It will launch a full service from 1 February, which will initially be available to brands that want to target a sample of 100,000 customers from Orange’s ‘Monkey’ tariff customer base.

The service will use technology from ad funded network Blyk, which Orange took over in August 2009. It will run through ad agency Unanimis, which Orange also bought last year.

New profiles and customer segments will quickly follow, and the network is planning to make Orange Shots available to its entire mobile customer base over time.

The ‘interactive' Orange Shots service works across SMS and MMS mobile platforms, and will encourage customers to message back with views and opinions.

Customers will also receive a variety of 'benefits', such as exclusive news and gossip, amusing and entertaining content, film and games previews, and up to date sports information.

Orange said it has been testing Orange Shots extensively with its own content and brands including 4Music, Ubisoft, COI and Snickers.

Customers can opt out at any stage, and data will not be shared externally to third parties, the operator said.

Orange VP of wholesale, business development and partnerships Marc Overton said: ‘Orange Shots will transform mobile advertising as we know it.

‘It’s a win-win for brands and our customers, with advertisers continually seeking new and innovative ways to engage with consumers, and our customers getting rewarded with access to exclusive, interactive content and offers.’

Written by Mobile Today
Mobile Today


Please wait...

Please write code to prove you're human