| Paint it Blyk |
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| Friday, 25 April 2008 | |
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Ad-supported youth mobile service picks up speed…
Blyk, the mobile network for 16 to 24 year olds funded by advertising, has signed up over 100,000 members since its launch in the Blyk gives its users free texts and minutes every month, apparently equating to an individual saving of over £280 each year – with no contract, no hidden costs or fees – in return for receiving up to six targeted advertising messages per day from brands including Xbox, Adidas, STA Travel, Penguin, Brylcreem, Boots, COI and RSPCA. The company claims that the ad campaigns that fund the service have generated industry-leading average response rates of 29%. “Young people have embraced Blyk because it makes phone bills and contracts a thing of the past. We believe that communication should be free, like most other forms of media in the Blyk is launching in The Netherlands in the second half of 2008, followed by other undisclosed European markets. The company has recently attracted new investors Goldman Sachs and Industrial and Financial Investments Company (IFIC), who join existing backers that include Sofinnova Partners and a number of private investors. Also heading down the ad-supported mobile service trail is The trial will last three months and will allow brands to have their advertising promoted prominently during the content purchase process as customers download music. “We believe this ad-funded content model will drive adoption and usage of services, and deliver better value content to our customers,” offers Steve Ricketts, head of Third Party Services, Orange Meanwhile, over in the Ads all right my Mama? John Williamson |
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