Orange UK, a mobile provider of phone service and directory assistance, and PhoneSpots, a provider of mobile advertising technology for the local search market, have announced a partnership. Orange has selected PhoneSpots’ mobile advertising exchange to deliver enhanced listing information and targeted advertising to mobile phones that call the popular “118 000” directory. A text message containing enhanced listing and advertising will then be automatically sent to the caller’s mobile handset.
“Caller experience is paramount for Orange UK’s directory assistance business, so it’s critical that our callers find value in the content and advertising we deliver,” said Jon Cheetham, Senior Product Manager, Orange UK. “The PhoneSpots mobile advertising exchange enables us to strike the delicate balance between creating a premium caller experience and delivering successful advertising campaigns.”
The mobile advertising exchange is powered by the company’s “context engine” software. This analyzes each directory assistance query and then determines the most relevant advertisement and content to deliver with the requested listing. PhoneSpots enables customers such as Orange to receive payment from advertisers on a pay-per-click, pay-per-call, CPM impression or subscription basis.