Infospace has announced a marketing channel for its “For Prizes” multiplayer tournament games. “The channel allows marketers an innovative new way to reach mobile subscribers with highly targeted, relevant messages”. This is of clear benefit to advertisers who have realised that a particularly desirable demographic (young, with a reasonably high disposable income) knows how to filter the media it uses, and of course tends to filter out the ads. However, quite a number of reports have shown that people are happy to view ads if they get some benefit, such as free content. In this case the benefit is the additional targeting — even without getting any information on contestents you could tell that a different demographic would be playing Quake than Bejewelled, for example.
“The mobile marketing feature sends subscribers targeted ads and messages upon launching one of many head-to-head or progressive tournament games in the “For Prizes Network.” These text or picture messages contain promotional material, such as information about prizes provided by participating sponsors, alerts about new tournaments and games, and changes to game rules.”
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