Yankee Group’s Declan Lonergan agrees messaging will be an important technology in mobile advertising’s future. In a report last year he said, “It’s well understood, reliable, ubiquitous and highly personal.”
Öhrlingsaid because mobile messaging can be measured and tracked, it’s easy to prove it works for advertisers. Based on 2,600 campaigns done over 18 months, he said the average response rate was 25% -- “that’s ten times more you’d expect on any mobile campaign and 100 times more than a mobile banner.
“For the advertiser it’s by far the most efficient way of reaching its target audience,” Ohrling said.
Blyk, which began as an ad-supported MVNO in 2006, changed its business model to operator partnering last July. Orange UK announced this week it would launch a mobile advertising service using the Blyk platform. Orange had been testing the platform but planned to launch the full services, called Shots, on February 1.
A Blyk spokesman told Daily the firm will soon announce fresh partnerships with Vodafone Netherlands, and an unnamed Asian carrier. Unlike the Orange partnership, the new deals will be branded Blyk and be more consumer facing, he said.
RELATED VIDEO: The real Blyk story told here
RELATED VIDEOS ON MANAGEMENT WORLD ASIA