Evening Standard Launches SMS Ad Response System
Associated Newspapers’ Evening Standard is launching what it claims to be a revolutionary new SMS ad response mechanism.
The paper will run a full-page ad on 8 October promoting the service and offering readers the chance to register their name, address and mobile number. These details will then be incorporated into a database allowing readers to respond to future ads in the paper by text message.
The service will allow readers to respond to an ad when they choose and will also give them the opportunity to respond to multiple ads with a single text message. It is hoped that the service will increase advertising effectiveness by making it easier for busy Londoners to interact with marketing messages.
Neville Toptani, planning controller for the Evening Standard, said: “This new response mechanism will enable readers to access the information they want in a manner that is convenient, quick and fun. For advertisers it offers another communications channel and the promise of higher response levels.”
Louise Horner, travel account manager at the Evening Standard, added: “The launch of the SMS service will ensure that customers’ advertising budgets work harder than ever before. Text messaging is an easy, fast and private way to communicate. Time-stressed Londoners want things made easy for them and so it’s an ideal channel for our readers to request further information from advertisers and respond to promotions.”
The service will initially be limited to travel ads, but it is understood that the Standard will explore other sectors where it might be applicable.
Last month the Metro launched an initiative allowing its advertisers to target readers directly via text message after appointing 12Snap as its preferred mobile marketing partner (see Metro’s Advertisers To Target Readers With Text). The deal will see 12Snap design and implement all mobile marketing activity for the Associated Newspaper-owned title, which is distributed to around 830,000 commuters in 8 cities across the UK.
Associated Newspapers: 020 7938 6000 www.associatednewspapers.co.uk
Recent SMS Stories from NewsLine 70% of Mobile Phone Users Find SMS Ads Intrusive Flytxt Rolls Out On-Pack SMS Campaign for Carling Big Brother 3 Boosts June’s Text Message Total
Subscribers can access ten years of NewsLine articles by clicking the Search button to the left