Yesterday, we ran a piece based on a blog post from Mark Westling, founder of Inuvi, an SMS-based mobile ad network. In the post, Westling raised various doubts about the viability of a peer-to-peer, in-SMS advertising platform launched by UK firm Gtext Media. We invited Gtext to address the concerns, and they have done so, promptly. Perhaps the best way to handle this is just to share with you the contents of the email we reveived from Gtext CEO, Aimes Bositampen, a few minutes ago…
Hi David,
I wanted to personally thank you for the exposure you have given Gtext Media, it has been great. I have received the email you sent Alex and I would like to answer your questions.
Gtext Media, like many other media companies that rewards publishers with the ability to earn revenue by displaying relevant ads, are aware of the click fraud possibilities.
During the last 12 months we have been running intensive testing to ensure that our system could automatically detect any possible fraud attempt.
We use a combination of calculations such as sender session info, IP address, recipient info, pattern recognition, frequency, speed and a few other things. The system is based on a study of average, anything above or below is automatically flagged. Not to mention our specialised teams monitoring how things are going and helping advertisers stop click fraud.
The best method of prevention is good promotions, offers and discount barcodes. When a young person receives an Ad-Link offering 20% per cent off on branded trainers, he is no longer focused on the 5p click reward but looking at the £20 off on the £100 trainers. He can use the discount barcode offered on the landing page and redeem it straight away. Or a couple that receives 10 per cent off from a leading electronic company on an Ad-Link, they are no longer focused on the 5p, now they are excited about saving £100 on a £1,000 flat screen TV. I can give you more examples but I think you get my point. 
Gtext Media penetration ability is unrivalled, text messages are received everywhere and anywhere. Our Ad-Links are sent peer to peer, unlike traditional SMS services that can come across as intrusive and tiresome.
Our reports shows that the average click through rate is over 60 per cent, most people receiving the Ad-Link are drawn to the adverts. Based on these figures, it would take someone 1,000 texts sent (impressions) with a 60 per cent response rate, 400 texts clicked to earn £20. Independent studies reports that on average an individual sends 3,000 text messages per month, they are not making any money on that. However with Gtext Media they could earn some money for it.
We are excited to be in talks about forming partnerships with some of the top media agencies. We offer a rewarding discount/commission package as well as rebate opportunities.
Regards
Aimes Bositampen, Chief Executive Officer
