Frequently Asked Questions
Inuvi is a mobile advertising network that connects advertisers with SMS content services and network-generated text messages such as roaming welcomes (WSMS), missed call notifications (MCN), voice mail alerts, and so on. These notifications and alerts typically have far fewer characters than are allowed in an SMS so Inuvi uses this extra space to deliver a targeted advertisement. Think of Inuvi as Google AdWords/AdSense where the publisher is the mobile network operator and the medium isn’t a web site but an SMS.
Aren't mobile operators already doing this?
Yes, sort of. Advertising over network-generated messages is done by many operators, primarily in Asia. But these operators either try to sell ads on their own or they rely on one or two exclusive ad sales agents. This isn’t efficient. Self-service ad networks such as AdWords have shown that the best way to sell ads is through a site where advertisers can sign up themselves and then bid on ad placements. That’s what Inuvi does.
Why can't I find my own advertisers for my SMS service?
You can try, but you'll spend more time and effort signing up and managing advertisers than you can imagine. Outsiders are often under the impression that ad sales is easy. It's not. Managing small advertisers often requires just as much manual effort as managing major brands, which is why some SMS ad networks require substantial minimum commitments from each advertiser of US$10,000 or more. This reduces the workload on the ad team but you're left with fewer advertisers, fewer ads, and subscribers who see those same few ads over and over. It makes for a bad user experience.
Inuvi makes it easy for advertisers to sign up on their own and launch campaigns with low budgets. At the same time, we give operators and publishers control over what's delivered over their services. We schedule the ads, target them to individual subscribers, and let advertisers bid for ad placements. It's simple, easy, and puts the operator/publisher in control.
How do you integrate with the mobile network?
Inuvi exposes a simple API for fetching ads, just like an online ad network. The mobile operator or a mobile systems integrator calls this API from the network element that generates the SMS. For example, when a roamer registers on a new network, a welcome SMS is usually generated. The system that creates that SMS calls the Inuvi API to fetch an ad and then appends the ad to the welcome SMS before it’s sent.
What kinds of targeting are available?
Advertisers can target the mobile network and the delivery channel. Welcome SMS, for example, gives access to travelers. Location is also available. Inuvi builds a behavioral profile from ad requests and subscriber responses so an advertiser could, for example, target frequent roamers. Other information could come from the mobile operator or from questionnaires.
What about privacy?
All subscriber information on the Inuvi network is obtained with the consent of mobile operators. Under no circumstances does Inuvi break the trust relationship that subscribers have with their mobile operator.
What’s the business model?
Inuvi’s business model is the same as that of other ad networks. Advertising revenue is split first with the operator (or content publisher) and then with the ad sales channel, if the campaigns came through an agency. The operator (publisher) receives the largest share of the revenue.
You mentioned ad revenue; is it CPM or CPC?
Both. Inuvi ads are completely flexible when it comes to responses. Online networks are limited to click-through URLs. With SMS ads, an advertiser can include as a response:
- (shortened) URL
- Click-to-call short code to an IVR or a call center
- Click-to-call standard phone number to an IVR or a business
- Interactive SMS (“Reply TAXI…”)
- …or no response at all.
If responses can be tracked, then the campaign can be CPC, otherwise it needs to be CPM.
Why isn’t my question on this list?
Because you haven’t asked it. Please send your questions to info@inuvi.com