Orange launches targeted mobile advertising service

Orange is launching a new service called “Orange Shots”, allowing brands to target customers via interactive SMS/MM advertising.

Shots will be powered by Blyk, which first partnered with Orange last July, and will be initially available to 100,000 of Orange’s Pay As You Go Monkey customers who have opted-in.

The service, which will be commercially available in the UK from 1 February via Unanimis, gives customers the opportunity to opt-out at any stage, while customer data will not be shared with third parties.

It will “enable participating brands to create rich, creative, engaging and fun mobile advertising campaigns targeted towards customers’ interests and preferences,” said Orange, which plans to make Shots available to its entire mobile customer base.

Marc Overton, VP of wholesale, business development and partnerships, Orange UK, said: “Orange Shots will transform mobile advertising as we know it.

“It’s a win-win for brands, as well as 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 offers, knowing that they’re tailored specifically to them and their interests.”