Orange To Promote Major Brands Via Mobiles
Communications giant Orange has become the first company to actively promote mobile advertising to major UK brands after recruiting the likes of Peugeot and Jaguar to advertise on its mobile internet portal.
According to reports in the trade press, from today each of the brands signed to Orange will have interactive banner adverts on different pages of the Orange World portal.
20% of the company’s customers using the portal will initially see the mobile advertising, depending on handset capability. Orange intends to use the data collected on this audience to test out what works and plan its future mobile advertising strategy.
In the future, ads will be targeted at particular user content. People that download games to their phones will receive ads for the Xbox and users of location-based services could be targeted with adverts for nearby restaurants or coffee shops.
Marketers are increasingly turning to mobiles to promote their products, with mobile adspend set to rise to £5 billion by 2010.