118 118 signs first brands to advertise in targeted text messages

Directory service 118 118 has opened up its ‘laser-targeted’ SMS inventory to advertisers and has signed deals with brands including Rimmel and Twentieth Century Fox.

118 118

The service is looking to capitalise on the high volume of calls it receives from mobile phones – around 50% – by selling ads in the courtesy SMS messages it sends each customer. Ads will also be included in its text question-and-answer messages.

Twentieth Century Fox has begun a campaign, via media agency Vizeum, to promote Fantastic Mr Fox to people requesting cinema information.

Make-up brand Rimmel has also bought inventory, via media agency OMD, around requests for beauty salons and hairdressers.

The campaigns, which kicked off last week, have been achieving click-through rates of up to 5%.

Brands can buy sponsorship which includes a text ad and click-to-call functionality or a link to a mobile site. The campaigns were booked by mobile ad sales house Kick Mobile.

Mark Evans, MD of 118 118 Media, said the service was tapping into increasing demand for delivering consumers relevant ads.

“We realised we have targeted, contextual inventory in bulk,” he said. “We have thousands of categories and localities twinned with mobile targeting opportunities allowing us to be very precise with scale.”

118 118 is looking to build a roster of sales agencies and has also forged relationships with mobile sales houses Eagle Eye, Eagle View and Yodel.

Earlier this month it launched a restaurant booking service, suggesting local places to eat, promoted by a £4m marketing push.

This story first appeared on newmediaage.co.uk

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