Orange is planning an all-out assault
on the mobile advertising market with the launch of a service called ‘Orange
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
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
The ‘interactive' Orange Shots service works across SMS and MMS mobile
platforms, and will encourage customers to message back with views and
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.
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