USA Today hat einen SMS-Alert mit interaktiver Werbung gestartet. 15 bis 20 Prozent Response Rate. Wow- da träumen andere Medien von!
The average USA Today reader is 44 years old. But the paper is hoping its audience will soon be text messaging like teenagers—early and often. To help drive that behavior and open up a new revenue stream, the paper will announce this week the launch of an integrated platform combining print and interactive ads in text messages.
Charter advertisers include Citibank, which is promoting a new mobile banking service to customers via new cell phone ads. Chevrolet and Microsoft are also on board.[…]
According to Zaw Thet, founder and CEO of mobile search and text messaging firm 4INFO, which helped USA Today build its platform, the response rate to interactive mobile ads is in the 15 to 20 percent range, several times higher than response rates for direct mail or direct TV. „When ads are integrated into content that is relevant, people respond very well to it,“ he said. Quelle
Hier die Pressemeldung.