MessageAds to provide brands with direct access to customers

Wadja, the mobile web, media and messaging service, has announced the launch of MessageAds, a new service that links advertising with the content and themes of SMS or email messages sent by its members.

The new system works by identifying keywords within messages and then attaching adverts relevant to that content in the messages sent. MessageAds functions like a standard web contextual advertisement platform for SMS messages.

Brands can identify keywords and then match these to the senders’ user profile characteristics. Where content and profile are both relevant to the brand, the brand’s advertising will then appear at the bottom of the SMS or email messages sent through Wadja.

Alex Christoforou, managing director at Wadja comments:
“MessageAds gives brands the ability to target their audience more accurately and deliver advertising more relevant to their customers. We are confident that this is a revenue stream for us that will also be a positive enhancement for our members. From their perspective, these adverts are relevant and are unobtrusive, so they provide a service rather than a distraction.”

A recent Gartner report anticipated that worldwide mobile advertising