Campaigns are run by inserting adverts into top-up, missed call messages or ringback tones. The adverts are sent to mobile customers who have volunteered to receive selected communications as well as to consumers who text in to win, to learn, or just to engage with a brand. To reach those consumers that cannot be reached through other channels, messaging and call-based media remain the key.
Cathal O’Toole heads mobile advertising at Jinny Software