Orange ramps up Blyk-based ad service

Full launch of Orange Shots gives brands chance to target 100,000 opted in customers.

The service, which has been in trial since September, will roll out on February 1st. It will initially target Orange’s Pay As You Go Monkey customer base. This offers free music and texts to users when they top up their mobile.

However, the operator plans to make Orange Shots available to its entire (opted in) mobile customer base over time.

The project marks an evolution of Orange's relationship with Blyk Media, the original pioneer of the ad-funded mobile model, which switched from an MVNO approach to one of white-labelling for operators last year. Blyk will provide the technological platform, with Unanimis UK building brand relationships.

Orange Shots works across SMS and MMS mobile platforms, encouraging customers to message back and give views and opinions. Users receive a variety of benefits, including news and gossip, content, film and games previews, and sports information.

Brands including 4Music, Ubisoft, COI and Snickers have already trialled the service and – Orange clains – found it to provide a higher conversion rate than any other media, offering response rates of between 21-39 per cent.