Location-based SMS ads for all - Jan 06, 2009 (ST)

BackJan 06, 2009

The Straits Times / The Business Times News On SPH

Location-based SMS ads for all

This offers advertisers a chance to pitch their special offers via SMS to more users islandwide.

By Chua Hian Hou
Jan 06, 2009
The Straits Times

A LOCATION-BASED advertising service offered by Singapore Press Holdings (SPH) is now available on all three local mobile phone operators.

The newly expanded service offers advertisers a chance to pitch their special offers via SMS to more than four million mobile phone users islandwide.

The service, launched in November 2007, previously worked only with MobileOne (M1) customers. Yesterday, SPH announced that it has signed up SingTel and StarHub as partners, extending coverage to over 80 per cent of Singapore's population.

An example of how the service works: A cinema operator sends text messages promoting a special offer for its next screening to movie fans within the cinema's vicinity. Consumers are not charged for receiving these SMSes.

The service is expected to benefit both consumers and advertisers. For consumers, it 'improves the retail experience of the consumer and encourages viral marketing', said SPH in a media release.

SPH's assistant vice-president for its interactive business unit, Mr Raymond Teoh, said the new service will help firms 'stand out among their competitors'.

Advertisers can also expect 'increased accuracy as well as greater cost-efficiency and also achieve a higher response rate within a short time'.

Participating advertisers will also be able to choose their target customer profile of M1 and SingTel subscribers based on demographics such as gender, age as well as economic and educational background. SPH is working on extending this to StarHub subscribers as well.