• by Erik Sass  @eriksass1, October 13, 2006

Katz Radio has launched a new mobile messaging service that allows users to send marketers instant messages in response to radio ads.

The service, Katz Mobile, is designed to enable radio listeners to receive coupons via their cell phones by responding to promotional offers by sending the short text code mentioned during ad air play. When marketers send the coupon, they also have the opportunity to invite consumers to opt-in for more offers, and collect phone numbers and e-mail addresses for a consumer database shared by Katz, said Dennis Jackson, Katz director of sales, who will lead the new unit.

Katz Radio president Mark Gray said that likely marketing categories include telecoms and automotive. He added that individual stations or advertisers can choose to offer quizzes, polls, and other interactive features to drive consumer engagement.

For the deal, Katz uses technology provided by HipCricket; the two companies forged a relationship in May to send electronic media to users' phones.

Katz Radio is the latest in a series of big radio groups to sign on for interactive mobile service with HipCricket or another mobile tech company. HipCricket's other radio clients include Clear Channel, ABC Radio, Fox Sports Radio, Cox Radio, Premiere Radio Networks, and Westwood One.