Ad-funded mobile network Blyk goes live

by Andrew McCormick Media Week 24-Sep-07, 14:50

LONDON - Mobile network Blyk, which aims to target 4.5 million young people through opt-in ads, has gone live in the UK.

Blyk offers 16 to 24-year-olds 217 free text messages and 43 minutes every month when they sign up to receive text ads from the 40 advertisers Blyk had secured at launch.

Advertisers include Buena Vista, Coca-Cola, L’Oreal and Yell.com.

Blyk said that it has conducted extensive research to determine what type of ads appeal to the target audience. When users sign up they are asked a series of questions to determine which ads they are most likely to respond to.

The company said that it holds three basic principles: ease of use, interaction and relevance of content.

The UK is the first launch before a proposed European rollout later this year.