NEW YORK, April 22 /PRNewswire/ -- ID Media, the largest direct and digital media services company in the U.S., has recently formed a partnership with 4INFO, a leader in SMS publishing and advertising services and the largest SMS ad network in the United States. The relationship was developed to allow ID Media clients to exclusively test the viability of a new direct response, cost-per-response-based buying model for mobile SMS messages that will potentially target some of the 5 million active 4INFO users.

"We are very pleased to have ID Media test this exciting new mobile buying platform. We decided to partner with ID because of their stellar reputation for emerging media innovation and their client roster of leading advertisers. Their expertise in direct response media and accountability creates an excellent match to our platform. We feel this program will truly benefit ID's clients and deliver positive results," says Zaw Thet, CEO, 4INFO.

4INFO offers real-time information related to stocks, sports and entertainment via traditional print, TV and Web ads. Users request this information by sending a text message (i.e. "Text any stock ticker symbol to 4INFO [44636]"). Then, an ad, typically 40 characters in length, is placed under the requested SMS content. The ad has several response options: click to call, click to WAP, click to email and SMS.

4INFO offers select inventory, sold on a CPM basis, with content derived from a range of key publishers, including NBC, TV Guide, MTV, USA Today, Evite, MySpace.com, NBA, E!, 1-800-Free411 and SayNow. By establishing this partnership, ID Media will be able to offer its clients the ability to evaluate the performance of different content, as well as geo-target for more accurate results. For this test, ID Media clients will only pay when a consumer responds rather than upon impression delivery. In addition to limiting financial risk in a new medium, they will be able to establish interactions rates and mobile call-to-sale conversion ratios.

"Strong mobile phone penetration combined with enthusiastic consumer adoption of text messaging has 4INFO well positioned in the new media marketplace. I love the fact that 4INFO offers great benefits to a user in the form of compelling content, which they opt-in or elect to receive. The call-to-action options associated with the 4INFO text-based ad units allow our clients to use alternative methods to capture new leads," concludes Josh Martin, VP, Director of Emerging Media, ID Media, who negotiated the deal.

About 4INFO

The leader in text messaging services, 4INFO helps people stay in the know on the go. Founded in 2004, 4INFO delivers millions of real-time information and entertainment messages as responses to a search query or as alerts on subjects ranging from sports scores and weather updates to stock quotes and celebrity gossip. 4INFO's services work on any cell phone and are free. Companies partner with 4INFO to connect with mobile audiences and deliver free ad-supported SMS content. 4INFO's SMS ad serving technology and targeted advertising programs give advertisers the ability to reach consumers in a new medium with measurable results. Headquartered in San Mateo, Calif., 4INFO is backed by Draper Fisher Jurvetson, Gannett Company, Inc., NBC Universal, Sand Hill Capital, and U.S. Venture Partners. Learn more at: http://www.4info.net/ or send a text to 44636.

About ID Media

ID Media helps leading advertisers profit in today's fast-changing media marketplace. The company, which is the largest direct and digital media services company in the country, delivers the best possible return on media investments because of its superior rates, research resources, and reporting systems. ID Media serves clients including American Express, Computer Associates, Johnson & Johnson, HBO, Kaiser Permanente, Nautilus, and Verizon from locations in New York, Chicago, and Los Angeles. ID Media is part of The Interpublic Group of Companies .

CONTACT: Emily A. Burns of ID Media, +1-212-907-7007,
eburns@idmediaww.com

Web site: http://www.idmediaww.com/
http://www.4info.net/