Orange is to extend its interactive SMS and MMS advertising offering across its European footprint, following its launch in the UK last year to its Monkey youth segment. Customers will be invited to opt in to receive the advertising, and offers will be tailored to local markets to incentivise customers with localised, relevant rewards. These will include exclusive content, film and games reviews, celebrity gossip, free texts, prizes and up-to-date sports information.
Paul Francois Fournier, Executive Vice President in charge of audience and advertising says: Orange is at the forefront of giving advertisers exactly what they need direct, targeted dialogue with customers. Supported by our global ad-sales network and combined with our unique multi-screen reach, our new mobile ad-models go beyond display advertising to create more value for advertisers, create a richer experience for customers and maximise the use of our networks with clever innovation.
The service will roll out in Spain this month under the brand name, Mio. Orange is taking a different approach with Mio, offering all mobile customers in Spain the chance to opt-in, reaching beyond youth audiences. Mio customers will receive gifts, content and the opportunity to win monthly and annual prizes. Interactive SMS and MMS advertising campaigns will roll-out to other Orange markets in 2010. Other mobile advertising trials are also taking place in Egypt and Jordan in the first half of this year, allowing for expansion into emerging markets, as well as mature markets.
To help localise interactive offers in different markets Orange has formed strategic partnerships with various providers, including Blyk in the UK and Velti in Spain.
Highly targeted messaging campaigns have shown good results for our clients, sasy David Fieldhouse, Head of Mobile at media buying agency Mediacom. Innovative models like these that allow audience feedback let campaign planners better understand how their campaigns resonate with consumers. Oranges ability to tightly segment audiences will also result in a better consumer experience and deeper engagement with an advertisers message.