118's new 'laser-targeted' SMS ads

Something quite interesting for mobile advertising churned through the mobile news mill today. New Media Age reported that the directory enquiries service (or DQ) market leader, 118118 has signed up its first brands to advertise within text messages using new, ‘laser-targeted’ SMS inventory. While I’m doubtful that this technology uses lasers of any kind, it [...]

Can SMS ad-insertion drive commercial volumes?

The recently announced SMS ad-insertion trial led by mBlox should provide the industry with interesting evidence to suggest whether ads can play a role in propelling increased engagement with commercial messaging.

It’s been a well considered tactic in the past, but offers risks as well as potential benefits and up to now nobody’s taken the plunge to try.