Orange to launch Orange Shots mobile ad service
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Orange is launching a new mobile advertising service called ‘Orange Shots’ to enable brands to engage and interact directly with targeted segments of the network’s customer base.
The service is launching with full service commercial offers from 1 February following a trial with brands including 4Music, Ubisoft, COI and Snickers. It will initially be available to brands that want to interact with an audience of 100,000 customers from part of Orange’s Pay As You Go Monkey customer base.
Orange Shots will be powered by Blyk Media, which the mobile network took over in July.
It is aiming to extend the initiative to its entire mobile customer base over time, giving brands the opportunity to engage with a variety of specific demographic segments.
Marc Overton, vice president of wholesale, business development and partnerships at Orange UK, says: “Orange Shots will help advertisers continually seeking new and innovative ways to engage with consumers, and our customers getting rewarded with access to exclusive, interactive content and offers, knowing that they’re tailored specifically to them and their interests. It’s more than just a plain SMS, it is a tailored and personalised service based on what the customer wants to hear about.”
The interactive Orange Shots service works across SMS and MMS mobile platforms, encouraging customers to message back and give views and opinions. In addition to offers, customers will also receive a variety of benefits, including exclusive news and gossip, amusing and entertaining content, film and games previews, and up to date sports information.
It says that the audience roll out programme will be considered and measured, so that Orange customers have the opportunity to opt out at any stage. Overton admits that the “opportunities are endless” but adds that security protocols have also been put in place to ensure that Orange customer data will not be shared externally to third parties and youth audiences on Monkey are not sent inappropriate offers.
The roll out of Orange Shots comes just a month after O2 said it is launching a new advertising service enabling personalised mobile ads for its customers called O2 More. The company’s media arm, O2 Media, has already signed up leading brands including Adidas, Blockbuster, Interflora and Cadbury Gifts Direct, to participate in the scheme, which is headed by Shaun Gregory, the former CEO of Blyk.
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Readers' comments (4)
Allan Windape | Tue, 26 Jan 2010 5:42 pm
That's nice.
A very convenient way of compiling a list of companies so caring of you that they are prepared to stuff themselves in your face.
Than never to use them.
Fail
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Glyn | Wed, 27 Jan 2010 6:10 pm
As marketing opportunities extend across ever more medias there comes a point when the media channel in question becomes intrusive to the receiver.
It will be interesting to see how this is perceived by the mobile operating public - turn on or turn off
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Julie Strawson, Monotype Imaging | Thu, 28 Jan 2010 9:54 am
Orange’s decision to specifically target consumers based on their personal interests (“Orange to launch Orange Shots mobile ad service”, 26 January), is certainly an innovative step in the evolution of mobile marketing, but could throw up additional, initial challenges to overcome.
Taking mobile marketing to such a granular level relies on consumer trust more than ever, and in a “spam-conscious” age, brands need to ensure they are not turning away potential leads through their very appearance. A fundamental part to achieving this is displaying all brands and logos legibly on the small screen. This is often down to the brand’s typeface.
The humble font is often forgotten as a powerful communication tool. Consumers are used to seeing written communication displayed a certain way and implementing typefaces across new media must be considered from an aesthetic and technical standpoint.
Implementing typefaces across new media is a process that needs to be at the forefront of a new mobile marketing strategy. Consistent text delivery will help customers trust the messages they receive. Our recent survey with Opinion Matters of 2000 UK consumers, showed that if the branding within an organisation’s mobile promotion was displayed in the wrong font, more than 86% of the surveyed audience would not trust it and therefore it would fall at the first hurdle.
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John K | Tue, 2 Mar 2010 10:21 am
@Julie Strawson
Julie, it matters not one jot what the font looks like.
It does nothing to get away from the fact that some organisation has decided it is in its interest to ram itself down my throat.
Something that is unpleasant in Times Roman is equally unpleasant in Verdana, Helvetica or any fresh, new, font.
Unpleasant is as unpleasant does. Not what it looks like.
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