MMS Becomes Advertising Medium Of Choice
by Igsaan Salie2006-06-13 00:00:00 | Viewed 1627 times
Multimedia Message Service (MMS), is the evolution of the popular SMS and allows handsets to receive text, pictures and audio.
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The good news for people who regard unwanted advertising sent via cellphones as a nuisance is that they can clearly see who an MMS is coming from and they can choose not to accept it - unlike SMS adverts which just indicate the number from which they are sent. Most new cellphones are enabled to receive MMS. One of the fastest developers of the technology is Johannesburg-based company Multimedia Solutions. Operational director Riaan Groenewald said he had the idea when his daughter was born. He was sending out numerous MMSs with pictures of his daughter to all of his family and friends. |
"I saw the opportunity for people to advertise using this technology, which is much more effective than SMS technology."
The company recently ran a campaign for a cellphone company which saw a 6 percent response within 48 hours of the messages being sent out.
"Most people in direct marketing would be happy with a 2 percent response, so they were thrilled at this development."
The messages are somewhat different from material that can be generated on a cellphone which only allows a single picture and sound clip to be added.
"You can have up to 12 pictures in one MMS, along with slides of text," he said.
All the sender or advertiser had to worry about is creating the message. The system did the rest.
"If it goes to a phone with a big screen then it will display it big. If it goes to a small screen then it be displayed small. It can adjust for a variety of phones."
The system allows companies to design their own MMS and it optimises the graphics and text for each model of cellphone.
Groenewald points out that, perhaps most importantly, the receiver doesn't pay to get the message.
This article was originally published on page 4 of Pretoria News on June 03, 2006
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