Meanwhile over in Mobile Advertising Land: In-SMS Ads

This is being reported as a first. Interesting, since ad monetized services have often emerged as stronger survivors compared to paid/subscription services on the web.

The story is worth clicking into to get the background, but here's a snippet:

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Ads inserted in peer-to-peer SMS have a much higher chance of being read as they are less intrusive than the usual SMS push. In-SMS advertising allows for the integration of multiple interactivity features such as click-to-WAP, click-to-call or click-to-download. Moreover, thanks to Amobee's technology, Orange is able to accurately target specific geographical zones or delivery times.

Test results measured during the nine-week testing period are very positive in terms of acceptance rate, service delivery, click rates, number of inventories and the impact on brand recognition.

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