Ads in Directory Assistance Text Messages

We’ve been watching everyone’s local-search-via-text-messaging services for just such a thing, and finally it’s happening, if only in the U.K. Through a deal between Miva and The Number (which owns the 118 118 brand), advertisers will be able to pay to have their phone number and offer attached to local search results delivered via SMS. The company gives the example of a car rental company that buys space in every text message sent in response to queries for the “airline” category. 118 118 delivers “tens of millions” of text message results every year, the companies said.

Ads on the service, called TXT//ADs, will be sold by category, rather than by keyword or context. Miva will do the ad selling and it’ll also help advertisers develop creative.

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