Miva Expands to Pay-Per-Text in UK

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Performance marketing network Miva, London, said last week that it is launching a pay-per-text ad placement service for SMS ads in the United Kingdom. Miva did not say whether it would add a similar service to its ad network in the United States.


However, the European mobile ad market is strong and poised for more growth. A recent JupiterResearch report said spending on mobile marketing in Europe will increase sixfold from 2005 to 2010 as more marketers incorporate mobile into their mix.


Miva's TXT//AD channel is available to advertisers through an exclusive deal with The Number, a leading directory assistance service company in the UK and owner of the 118 118 brand.


Miva will sell the ads by targeted ad groups. Advertisements include a message or a special offer, and the advertiser's phone number.


Miva already offers pay-per-call ads in the United States and the UK.


Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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