Traditional ads include a mobile call to action, asking consumers to text AUDIBLE to short code 35620 to get Thomas Friedman’s No. 1 bestseller free. The mobile calls to action are present on New York City subway trains, within New York Times and Wall Street Journal print ads, and online via banner ads.
“We are trying to offer customers a chance to have an instant interaction with our ad,” said Will Lopes, vice president of business development at Audible.com, Newark, NJ. “Offering the ability to text gives consumers an opportunity for instant gratification to a free piece of audio with no obligations.” Audible is a provider of audiobooks read by authors and celebrities in addition to magazines, radio shows, podcasts, stand-up comedy, and speeches. Users who use Audible can download to their computer or sync to a mobile device. Audible is a subsidiary of Amazon.com.
“The broader strategic goal is to target commuters and communicate the utility of using Audible while commuting, as well as engaging them with an offer to which they can respond immediately,” Mr. Lopes said. From Mobile Marketer at http://bit.ly/155z2K
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