118 118 trials SMS 'piggyback' ads

118 118 is trialling a text service that will allow advertisers to target consumers when they request a competitors' contact details, according to Brand Republic.

"The directory enquiries service is offering brands the option to add their contact details to texts sent out as follow-ups to specific enquiries.

For example, a caller requesting the details of one local pizza restaurant could also be sent those of a rival business.

Hertz is believed to be one of the brands involved in the trial."

emily | 7:46 AM | SMS Marketing & Advertising |
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