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ExclusiveOpt-in text messages are the UK's most-effective mobile ads

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The Mobile Marketing Association has published its latest Mobile Consumer Briefing, which is looking at consumer exposure and responses to mobile advertising in the UK, France and Germany.

On average, 45% of European consumers noticed mobile advertising and 29% of these people responded to it.

ExclusiveOpera opens its own mobile ad exchange

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Opera, best known for its mobile and desktop web browsers, has launched its own advertising service. The Open Mobile Ad Exchange enables businesses to place ads on the Opera Mini mobile browser, giving them access to an audience of 66.5 million feature phone and smartphone users. Site owners who sign up for the Open Mobile Ad Exchange simply embed JavaScript in their webpages. Today's news follows Opera's acquisition of California-based mobile advertising service AdMarvel earlier this year.

ExclusiveOrange launches its own campaign-planning tool for mobile marketing

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Orange has launched a new service to help companies make the best use of mobile media in marketing campaigns. The Orange Mobile Targeting Monitor, which uses independent 'Mobile Exposure' research from TNS, is available in the UK, France, Spain and Poland. Conducting simultaneous research across all four markets has enabled Orange to offer direct comparisons for multi-market campaigns.

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