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Orange launches targeted mobile advertising service

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Mobile network operator Orange has announced 'Orange Shots', a mobile advertising service that enables brands to engage and interact directly with targeted segments of Orange's customer base.

Orange Shots will launch commercially on 1 February with an initial audience of 100,000 of Orange's Pay As You Go Monkey customer base who have opted to take part in the new service.

The network plans to make Orange Shots available to its entire mobile customer base over time, giving brands the opportunity to engage with a variety of specific demographic segments.

In addition to being able to receive tightly targeted offers, customers are motivated to sign up for the service via a variety of benefits such as "exclusive news and gossip, amusing and entertaining content, film and games previews, and up-to-date sports information," says Orange. Customers will have the opportunity to opt out at any stage and Orange customer data will not be shared externally with third parties.

"Orange Shots will transform mobile advertising as we know it," says Orange UK's Marc Overton. "It's a win-win for brands as well as our customers, with advertisers continually seeking new and innovative ways to engage with consumers, and our customers getting rewarded with access to exclusive, interactive content and offers, knowing that they're tailored specifically to them and their interests."

Digital advertising network Unanimis will be responsible for managing Orange Shots' sales. "Unanimis is excited to be selling such a dynamic, high response product," says Alex Rahaman, director of mobile at Unanimis UK.

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