Orange has completed a trial with SMS-embedded ads in Switzerland to leverage the mobile advertising potential in European markets. 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. 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.

“This is a groundbreaking solution and we’re very happy to be the first to test it,” comments Fabrice Allegro, Vice-President Marketing and Solutions at Orange Switzerland. “Mobile advertising provides a compelling opportunity for brands and their media agencies while allowing our customers to consume more mobile services for less.”