The agreement is one of the first struck that brings advertising support to
a major content site’s SMS messages. SMS are the limited-length messages
that can be delivered to cellular phones, and which have a much greater
reach than WAP content.
The Motley Fool will be the exclusive sponsor of a daily share price alert,
distributed to the 200,000 users that request to receive the service from
yahoo.co.uk. The SMS messages will carry the tag line: “by www.fool.co.uk.”
The campaign begins on July 31 and will run for two months as part of an
integrated package, which includes banners, e-mail, and section sponsorship.
Media buying firm i-level handled the deal.
“There is a lot of hype around WAP advertising, whereas SMS offers a genuine
broad band reach mobile solution right now,” said Faith Carthy, group head