Testing Adverts Inside SMS Messsages

SMS aggregator, mBlox is launching an ad-insertion pilot that will test the effectiveness of inserting advertisements in the 'dead space' of commercial SMS messages. The advertisements will be used to offset the cost of content for service providers sending an SMS, reducing the cost of delivering messages. It is also anticipated that this service will enable the viability of additional services, such as specific entertainment, local news and communities' alerts.

Because mBlox does not develop any content itself, it will not compete with its own customers, giving it a trusted 'vendor-neutral' position. This will enable mBlox to serve both content publishers and advertising networks equally, complementing its existing business services.

Content providers will review and approve every advert inserted. In addition, each service will still be subject to all of the standard US network operator approval rules and will be vetted by mBlox during the approval process, protecting consumers from the risk of inappropriate or unwanted SMS messages.

The trial will initially have an inventory of 10 million messages a month and will launch with the following advertisers and publishers across the mobile industry:

Posted to the site on 1st April 2009