160by2 opens Mobile Advertising Platform for MSME + Classifieds

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160by2 – Free PC to Mobile and Mobile [GPRS Enabled] to Mobile SMS service provider has opened its Mobile Advertising platform to Micro Small and Medium Enterprises as well. When the service was introduced a year ago, big brands were the major Advertisers. The most popular Advertise on their network was of “Cadbury”.

The company has managed to send over 70 Million messages with a user base of 1.5mn users. Buoyed by this success, the company decided to open the platform for MSMEs as well as Individuals to post daily classifieds. 80 characters is available for SMS content and 80 characters is reserved for the Advertiser.

Registered users have been given a Credit of Rs 5,000 to use it for classifieds. 160by2 will post your classified as an inline Advertisement in the SMS as shown above. 160by2 also takes care of Geo-targeting and context analysis to make the Ad more effective. In our Random test, we found a hit-rate of 50% for Ad  relevance and there is certainly scope for improvement in their Smart Match Ad Server Engine. Looks like they are all set to become a big platform.

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2 Comments

  1. Good writing. Keep up the good work. I just added your RSS feed my Google News Reader..

    Matt Hanson

  2. Hi Chetan

    Thank you for reviewing 160by2’s new MyAds. I would like to clarify a few points however:

    1. MyAds only provides location based targeting. We do not currently offer keyword-based nor demographic targeting for MyAds. Such a targeting is however available for our direct advertisers.

    2. We expect the hit rates from MyAds(which you have found to be around 50% for your test) to be lower than that for direct advertising. This is because:

    a) Direct advertisers get more specific targeting which MyAds advertisers do not

    b) The taglines for our direct advertising campaigns are prepared by our highly trained team of content creators who know the trends of what clicks and what does not. So, there is a higher rate of conversion in those cases.

    I agree with you however on the point of MyAds still having a good scope of improvement. We have been monitoring MyAds closely and shall keep improving things to make the feature even more helpful for our users.

    Warm Regards
    Anand Srinivasan
    Associate Vice President (Products)
    160by2

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