Affle rewrites the rules of interactivity for mobile advertising
Launches New engagement options like Add to Contact, Add to Calendar & Add to Bookmark for SMS2.0 Advertising
New Delhi, June 4th 2009: Affle today announced the launch of a new technology which would allow advertisers to derive significantly higher Return on Investment (ROI) from their Mobile Advertising campaigns on Affle’s SMS2.0 service. This would thus create a paradigm shift for advertisers as their Mobile advertising campaigns could now have much richer interactivity options like – Add to Contacts, Add to Calendar and Add to Bookmarks, which would significantly enhance the value an advertiser could derive on this medium.
Commenting on this launch, Anuj Kumar, Executive Director (South Asia), Affle said “Affle has continuously strived to add more value to its users and advertiser partners. With the launch of these enhanced interactivity options on SMS2.0 we are very confident of adding longevity to an advertiser’s campaign, and also providing them unmatched interactivity. On an overall level I am very confident that this would help us attract more advertiser partners and also provide them a unique and valuable engagement.” He added, “These options would be particularly beneficial to companies who would want users to call them for fulfillment of transactions like restaurant chains or for those who would want to build appointment like TV channels, or to those who want to drive higher traffic to their mobile/web site. Thus a person seeing an SMS2.0 ad for a TV Show could now just click on it and the reminder to watch this show will automatically be set on his mobile phone calendar. Similarly with just a click on a Pizza Delivery ad, the phone number of the Pizza chain will be added to the user’s phone contacts”.
Since the launch in India, Affle has had significant success in building partnerships with leading Mobile Network Operators, Advertisers & Agencies making it’s SMS2.0 service the largest rich media on mobile, delivering over 125MN monthly impressions. Advertisers too have derived significant value from SMS2.0 as they have used this media to communicate their message effectively in a non intrusive environment to a large involved audience with multiple interactivity options. As a result leading advertisers in the FMCG, Media, Consumer Durable & Automobile industries have regularly used this media to reach out to their targeted users. The returns from these new interactivity options could now be reaped by these advertisers much beyond their campaign period, as the contact and calendar entry will continue to stay on the user’s phone. With the launch of these new interactivity options Affle expects to add a lot more value to its partners and significantly enhance mobile advertising effectiveness much beyond the traditionally defined campaign period. This is thus expected to significantly boost the rapidly growing Mobile Advertising industry in India.