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Orange to launch 'Shots' targeted mobile ad service
LONDON - Orange is launching a new platform called Shots that allows brands to target its customers via SMS/MMS mobile ads.
Orange: mobile two for one cinema campaign
Orange Shots will be available commercially from 1 February and will be powered by Blyk Media, the targeted mobile advertising company with which it formed a partnership in July last year.
The service also includes consulting and creative support. At first it will be available to about 100,000 opted-in Pay As You Go Monkey tariff customers.
Marketing activity can be specifically targeted towards each customer's personal interests and preferences.
The customers will be encouraged to give feedback about the activity and, in return, will also offer news and gossip, amusing and entertaining content, film and games previews, and up-to-date sports information.
Orange said it plans to make Orange Shots available to its entire mobile customer base.
Orange Shots has been in testing since September and brands including 4Music, Ubisoft, COI and Snickers have trialled the service.
This article was first published on marketingmagazine.co.uk
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- Alex Cheeseman
- 28 January 2010, 05:27PM
- Report this post
Isn't this exactly the same as 02's More service?
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Orange's decision to specifically target consumers based on their personal interests \("Orange to launch 'Shots' targeted mobile ad service", 26 January), is certainly an innovative step in the evolution of mobile marketing, but could throw up additional, initial challenges to overcome. Taking mobile marketing to such a granular level relies on consumer trust more than ever, and in a "spam-conscious" age, brands need to ensure they are not turning away potential leads through their very appearance. A fundamental part to achieving this is displaying all brands and logos legibly on the small screen. This is often down to the brand's typeface. The humble font is often forgotten as a powerful communication tool. Consumers are used to seeing written communication displayed a certain way and implementing typefaces across new media must be considered from an aesthetic and technical standpoint. Implementing typefaces across new media is a process that needs to be at the forefront of a new mobile marketing strategy. Consistent text delivery will help customers trust the messages they receive. Our recent survey with Opinion Matters of 2000 UK consumers, showed that if the branding within an organisation's mobile promotion was displayed in the wrong font, more than 86% of the surveyed audience would not trust it and therefore it would fall at the first hurdle. Julie Strawson, Director of Marketing, Europe. Monotype Imaging