Metro’s Advertisers To Target Readers With Text
The Metro is to allow its advertisers to target readers directly via text message after appointing 12Snap as its preferred mobile marketing partner.
The deal, which was secured after a competitive four-way pitch, 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.
12Snap’s recently launched media sales division, 12SnapMedia, will also build, manage and resell Metro‘s opted-in mobile database, allowing advertisers to reach a predominantly ABC1 urban audience on a regional level.
Commenting on the deal, Scott Spirit, cross media planner for Metro, said: “We will be able to develop more personal relationships with our readers as well as enabling our advertisers to have a direct dialogue with Metro readers for the first time.”
As well as implementing premium rate competitions, games and a special text club, 12Snap will also run campaigns on behalf of Metro alerting readers to specific promotions. 12Snap’s commercial director, Dan Rosen, said: “We will be running campaigns for them that extend right across our product offerings from brand building through to mobile CRM.”
Metro‘s managing director, Mike Anderson, was recently appointed managing director of the Evening Standard following the departure of Sally de la Bedoyere, who stepped down after 17 years at Associated Newspapers. Anderson will retain responsibility for the continued development of Metro, but his deputy, Steve Auckland, will take over the day-to-day running of the paper (see Evening Standard Managing Director Steps Down).
Associated Newspapers: 020 7938 6000 www.associatednewspapers.co.uk 12Snap: 020 7534 7300 www.12snap.com
Recent SMS Stories from NewsLine Enpocket To Audit First Ever SMS Ad Campaign Sneak To Offer SMS Interactivity Viz and Bizarre To Drive Revenue With SMS Launch
Subscribers can access ten years of NewsLine articles by clicking the Search button to the left