UpSnap! and LookSmart launch mobile advertising service
5 November 2004
LookSmart has teamed up with mobile text-driven services provider UpSnap! to offer a chance for merchants to extend their reach off-line and directly to consumers via a new pay-per-click/call model.
The new service complements UpSnap!'s recently launched a free 411 service, which allows mobile users to access White Pages and Yellow Pages listings directly from a mobile phone via text-messaging, without the typical $1.25 charge by most wireless carriers.
In addition to free 411, UpSnap! incorporated a Merchant Call-Back service, which allows users to request a callback from featured merchants at the touch of a button on any text-enabled phone and UpSnap! servers then automatically connect a call between the mobile phone user and the merchant.
The agreement between UpSnap! and LookSmart will offer merchants the opportunity to reach more than 160 million mobile consumers. Rather than paying a flat fee for Yellow Page ads, merchants utilising UpSnap! now have access to paid listing options with a built-in metric to account for direct responses from mobile consumers using UpSnap!'s free 411.
"Until today, consumers had to pay to find merchants in the cellular world," said Tony Philipp, President and CEO of UpSnap!. "UpSnap! reverses this model. Consumers can contact merchants for free, and local merchants can now take advantage of a performance-driven advertising model even without a web presence. LookSmart, with its large base of advertisers and flexible paid listings platform, was the obvious partner to work with to power this advertising service."
"By partnering with UpSnap!, LookSmart continues to deliver on its mission of delivering highly qualified leads to advertisers at reasonable prices," added Boris Shimanovsky, VP Business Development at LookSmart.
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