Check it Out: Can U Believe It: Get $ 4 Txts
"Ultimately, if there's a certain brand that you don't associate or agree with, you can opt out," says Rudy Camacho Jr., TexTango's senior vice president of sales. "So if you don't drink alcohol and you don't want to promote Jack Daniels, you can just say no. There's never that conflict of interest."
The banner ads are located above the messages, and can be manipulated and customized any way brands see fit — including using video or audio. Retailers can also send digital coupons via the ads, which can be redeemed when recipients pull them up on their smartphones and show them to cashiers, Camacho notes.
Retailers Beginning to Come
As of press time, TexTango's app is available on BlackBerry and Android phones. The iPhone is expected to offer the app by early 2011. TexTango's cash compensation program won't begin until the new year, and even then is only open to the first 30,000 members who download the app. Other members will receive entries in contests for various prizes, including cash, for each text message they send.
Starbucks is in talks to be one of the first retailers to sign up for the two month-plus old service, but there are sure to be many more to follow. With the popularity of text messages continuing to skyrocket, as well as the prevalence of smartphones in the marketplace, retailers would be unwise to pass on this burgeoning marketing channel.
That said, from a recipient's perspective, I'm not sure how excited I'd be to get a text only to have to scroll through a banner ad to get to it. My patience with advertising is thin to begin with — I'm a master of flipping channels while watching TV to avoid commercials — and here it comes invading another space in my life. But advertising is everywhere you turn these days, so it's likely only a matter of time before it becomes commonplace (and accepted) to show up in our text messages.