Orange has made the world’s first ever in-SMS advertising trial in Switzerland in partnership with Amobee Media Systems, with participation of several major brands. Customers who signed up (opt in) to the trial were offered a discount on their invoice in return for insertion of advertising in the SMS they received. Advertising was inserted at the bottom of the message in the remaining available characters, total capacity of an SMS being limited to 160 characters. In-SMS advertising allows for the integration of multiple interactivity features such as click-to-WAP, click-to-call or click-to-download. In partnership with Amobee Media Systems, Orange is able to target specific geographical zones or delivery times. The company claims that test results measured during the nine-week testing period are positive in terms of acceptance rate, service delivery, click rates, number of inventories and the impact on brand recognition.
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