Wednesday, 4 April 2007

Sun and News of the World add mobi-sites to ad deals

The Sun and News Of The World are planning to extend their print advertising by offering a mobile add-on to all ads placed in their newspapers. Media Week asked me for a comment and this is included in their article:

by Olivia Solon Media Week 03-Apr-07, 09:00

LONDON - Advertisers will be able to interact with readers of The Sun and the News of the World through their mobile phones following the launch of "mobi-sites", an addition to publisher News Group Newspapers' advertising packages.Advertisers taking up this option will include a keyword and text number in the print ad. On sending a text, readers will be sent a WAP link that opens a branded mobile internet page.

Mike Gordon, deputy managing director of NGN, said: "The option to add a mobi-site onto a newspaper ad campaign is a positive way to engage readers and get them to interact with the brand. It is like the red button for newspapers."

NGN will build the sites, with the relevant newspaper's branding, and host them for up to three months. They could contain video footage, mobile vouchers, a call-back option and data collection.

Agencies gave the move a cautious welcome. Zed buying director Nick Burcher said: "If it makes ads more effective and allows for tracking of response, then it can only be a good thing. However, the fact that customers might be paying to respond to advertising might complicate matters."

The move precedes the launch of smartcode technology, enabling users to take a picture of a barcode that appears in print and immediately be launched into a relevant WAP site, as reported in Media Week last year. This has been put on the backburner until there is a higher saturation of Symbian- enabled phones.

A more recent post about the Sun's adoption of QR code technology can be found here:

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