Yell uses Call Genie for new 118 24 7 text service

Yell, the international directories business, has launched a new, flexible sponsored text message service for its UK 118 24 7 telephone-based information service using technology from Call Genie, a provider of local mobile search and advertising solutions.

The bespoke technology gives advertisers the opportunity to sponsor text messages sent to 118 24 7 callers that relate to key classifications relevant to their own services. The additional flexibility of the 118 24 7 sponsored SMS packages means they can also be used by advertisers to target potential consumers in specific UK regions and even at particular times of the day, or on certain days of the week.

Yell’s use of Call Genie’s CG Advantage Mobile Ad Management system means that text messages to a 118 24 7 caller containing basic contact details for a business, such as for a travel company, can also include separate sponsored information from a paying advertiser offering related services such as car rental. Or, for example, if a consumer requests details from 118 24 7 for an estate agent, the text message could include sponsored information from an advertiser offering home insurance.

The additional SMS information, displayed at the bottom of the basic listing information, can include up to 90 characters of sponsored advertising content, including a telephone number or even a live mobile web link.

The Call Genie management system also provides Yell sales consultants with the ability to show advertisers proposed SMS campaigns via an online web portal, which offers real time booking functionality and detailed campaign measurement, reporting and billing tools.

Andrew Monu, 118 24 7 senior product manager, said: “Call Genie’s bespoke technology allows Yell advertisers to tailor their 118 24 7 advertising to fit their regional and seasonal promotional needs. Sponsored SMS is a significant development to our existing SMS service and since its launch we have already received a great deal of interest from national advertisers.”

Peter Williams, Call Genie general manager of European and Middle East sales, said: “Call Genie’s Advantage products provide Yell sales consultants with a complete set of tools in order for them to effectively create, package, sell and bill for a new line of customised advertising campaigns on 118 24 7.”

Since deregulation of the UK’s 192 directory enquiry service in 2003, 118 24 7 has established itself as one of the principal 118 providers in terms of service quality and brand.

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