Leading independent performance marketing network MIVA has announced the launch of TXT//AD, an innovative new Pay-Per-Text ad channel that allows advertisers to reach potential customers via SMS.

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TXT//AD is being launched in the UK via an exclusive deal with The Number, Britain's leading directory assistance service and the company behind the high profile 118 118 brand. The new product enables advertisers for the first time to buy space within 118 118 text messages.

The new ads will be sold by targeted Ad Groups allowing companies to reach highly relevant audiences actively interested in their products or services. TXT//ADs include advertisers' phone numbers as well as special offers or advertising straplines.

Ads integrated with texts

As Seb Bishop, Director and CMO, MIVA explained: "118 118 texts tens of millions of directory callers with their enquiry details each year. TXT//AD for the first time gives companies the opportunity to have their number and any special offer included within these messages.

"A car hire company, for example, could now buy space in every text message sent in response to 118 118 enquiries for companies in the 'airlines' Ad Group. We believe this is an incredibly powerful and highly targeted new ad model."

No hidden charges

Adds William Ostrom, Communications Director, The Number www.thenumber.com, said: "Mobile callers to 118 118 ring us because they have an immediate and direct need to reach a business or service. Now, we've developed and tested a proposition that we believe greatly increases the value of every message, without making any additional charge to the end user."

MIVA will manage the sale of the new model to advertisers and their agencies; the company's editorial team will also work with advertisers to develop the copy for the new ads.

TXT//AD has been tested and researched by Saville Rossiter Base amongst a sample of 500 mobile phone users.

Key findings of this research:

• Nearly 60% of respondents who were sent the message recalled it, and 14% of these people used the additional number.
• 93% of users said they would like to receive an additional number in future.
• 75% of respondents said that they could see clear benefits in the service.
• Just over 80% of respondents were also interested in an enhanced offer (such as a discount on goods or services) and the majority said that even if they didn't use it immediately, they would do at some point. Half also said they would think about sending the information on to family and friends.

The launch of TXT//AD is the latest in a series of new products from MIVA. Within the last six months, the company has launched Pay-Per-Call Ads in the UK as well as MIVA Mail and its new Algorithmic search product.

"MIVA has built its reputation on the development of highly targeted online ad solutions; TXT//AD takes this proven direct response model off the web and into the high volume SMS market," concluded Bishop.

To view a TXT//AD demo, visit: http://www.miva.com/txtad www.thenumber.com

About MIVA(r), Inc:
MIVA is a leading independent Performance Marketing Network, dedicated exclusively to helping businesses grow. MIVA connects millions of buyers with sellers at exactly the right place and time. MIVA delivers qualified leads to advertisers, helps maximise revenue for partners, facilitates commerce for online merchants and provides relevant information to customers. The Company operates in North America, Europe and Asia.