#Japan #Tokyo #KDDI #Ponta #SMS Advertising

KDDI and Loyalty Marketing Unveil Enhanced SMS Advertising Service

KDDI Corporation and Loyalty Marketing Inc. are set to transform mobile advertising with the revamped SMS ad service titled "au Ponta おトクメッセージ," which will officially launch in January 2026. This innovative service leverages Ponta's extensive user data to enable precise targeting and impactful advertising analysis, enhancing engagement with the extensive user base of approximately 14.5 million consenting subscribers.

The "au Ponta おトクメッセージ" service delivers advertisements via SMS text messages to users who have opted-in. Each message can contain up to 350 characters, providing ample space for detailed product or service information. The inherently personal nature of SMS communication—often associated with critical alerts—means that users are more likely to engage with these messages promptly. Notably, the service's average click-through rate has surpassed 6% in the preceding six months, indicating robust user interaction.

The recent updates to this SMS advertising service focus on harnessing Ponta data, allowing for dynamic targeting and comprehensive analysis of advertising effectiveness. This advancement enables businesses to tailor their messages based on specific segments such as purchase history or interests. Early tests utilizing Ponta data resulted in an impressive average click-through rate of 13.1%, signaling the potential for even greater engagement in upcoming campaigns.

Furthermore, the integration of Ponta data allows for insights into user behavior, such as in-store purchasing following ad exposure, providing a tangible measure of campaign success. Users who respond favorably to ads can also be analyzed for their buying patterns and interests, enabling businesses to visualize and refine their advertising strategies.

As part of this service enhancement, Loyalty Marketing manages Ponta data at an ID level, enabling consistent cross-channel marketing integration. Combining the SMS service with other offerings, such as direct mailing, email, app notifications, and social media, allows for comprehensive promotional strategies that adapt to user segmentation. As a result, companies can effectively streamline their messaging and ensure users receive relevant information across multiple platforms.

The pricing structure for "au Ponta おトクメッセージ" is designed for simplicity, requiring no initial setup fees or monthly charges; users pay solely for message delivery. This model offers an accessible way for businesses to engage in SMS advertising without excessive financial commitment.

KDDI and Loyalty Marketing have dedicated themselves to bridging the communication gap between consumers and businesses through synergistic efforts across points, media, and data. Their ongoing collaboration aims to deliver timely and pertinent information to users, thereby enhancing marketing effectiveness while improving user experience. Additional details regarding this innovative service can be found on their promotional page.

In addition, for those considering this service, a special pricing offer is available for applications made before the end of March 2026. Interested parties can reach out via the contact email provided for marketing product inquiries.

Advantages of SMS Advertising with au Ponta

SMS's unique attributes, such as high accessibility and immediate visibility, contribute to a favorable response rate. Notifications from SMS typically appear on lock screens or in notification panels, ensuring high visibility for users. By capitalizing on these traits, marketers can effectively reach clients at critical moments, maximizing their advertising impact.

Currently, ongoing campaigns reflect a strong click-through rate of over 6% during the last six months. Early experiments highlighted the potential for even greater responsiveness through targeted advertising based on Ponta data, showcasing an average click-through rate of 13.1%.

The SMS messages will originate from a unified carrier number (0005990020), offering users peace of mind regarding message authenticity. The text length limitation is expanded to 350 characters—significantly higher than the standard SMS length—providing ample opportunity for businesses to articulate their offers comprehensively.

Targeting Capabilities with Ponta Data

Ponta data enables refined targeting that goes beyond essential demographic factors. By tapping into multifaceted buyer behaviors, lifestyles, and values, businesses can tailor their messaging to resonate more deeply with their target audience. This nuanced approach enhances the likelihood of engagement by ensuring that message content aligns with the interests and behaviors of consumers.

Additionally, advertisers can test different messaging strategies based on segment-specific responses, allowing for continuous improvement of campaign effectiveness.

Cross-Channel Marketing Synergies

Loyalty Marketing's centralized management of Ponta data means that advertisers can integrate various media channels for a unified marketing strategy. By utilizing this data across SMS, mail, email, apps, and social media, businesses can reach customers in a coordinated and compelling manner. By analyzing the effectiveness of these cross-media efforts, marketers can enhance their promotional tactics and ensure that every user receives relevant and engaging content tailored to their preferences.

This innovative service represents a significant advancement in mobile advertising, and as KDDI and Loyalty Marketing progress, they aim to set new standards for user-centric marketing approaches. Companies looking to leverage these improved SMS capabilities can obtain further information via their designated marketing contacts.