The company behind the 118 118 directory assistance

service is to include targeted ads in the text messages it sends out with the search results.
The ads come via TXT//AD, a service that has been launched in the UK by marketing specialist MIVA.
The new product enables companies to buy space within 118 118 text messages. Each TXT//AD comprises up to 95 characters of copy and can include phone numbers, URLs, special offers, promotions or advertising straplines.

Advertising space is sold by ‘Ad Groups’ to target active purchasers in those areas. A client can buy either their ‘own’ Ad Group or complementary Ad Groups. A gas company, for example, could buy space in every text message sent in response to enquiries for companies in the ‘electricity’ Ad Group.