UnWired's ad service talks

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UnWired Nation has introduced a voice publishing platform that lets businesses connect with opt-in mobile users over the telephone. Advertisers can sponsor ads that run when UnWired users call in to access free content partners.

"There are about 200 million mobile phone users in the United States but only about 34 percent of those people report ever having used an SMS [text message]," said Indy Gill, CEO of UnWired Nation. "But all of them have used their phones to make calls."

The new platform includes partnerships with RSS firm Pheedo, shipping services firm uShip, and online fanstasy sports site Benchmark. Ads are distributed over voice-enabled content, notification, or messaging services to their subscribers and are targeted based on the content.

UnWired Nation has tested out-bound mobile advertising on calls to its first product UnWired Buyer - an eBay bidding service. It found 14 percent of users clicked to hear more and 40 percent of those opened the triggered e-mail that followed and went to the advertiser's Web site.

"Voice alerts are a great way to create a brand impression," Gill added. "I don't expect this to replace other marketing channels, just to complement them."

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