Mobile marketing platform

Madison Avenue startup Anomaly offers clients a lot more than just ads.

By Susanna Hamner, Business 2.0 Magazine writer-reporter

(Business 2.0 Magazine) -- According to market research firm Informa Telecoms & Media, companies will spend more than $11 billion by 2011 to advertise on mobile phones.

That's one reason Johnson's staff includes a team of six mobile-technology specialists and software developers. While they have already launched a series of mobile ads for Nike (Charts) and ESPN, Johnson has bigger ambitions for the third screen.

Anomaly recently launched the first shopping platform enabling consumers to buy products via text messaging. It got the attention of PayPal, which linked up with Anomaly to launch its text-to-buy service.

Anomaly has since created a more advanced version: ShopText, which allows U.S. mobile-phone customers who come across a magazine ad to text-message a number to buy the product instantly, usually in return for a big discount.

Since ShopText launched in September, ads placed in Lucky and Cosmo Girl have generated more than 1,000 transactions for products from Procter & Gamble (Charts) and others.

Anomaly won't disclose revenue figures but says it receives a licensing fee and takes a small cut of each sale. "A shift is occurring in the overall adoption of texting," says Ed Kountz, JupiterResearch senior analyst for payments. "It's got the potential to take off."

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Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer LIBOR Warning: Neither BBA Enterprises Limited, nor the BBA LIBOR Contributor Banks, nor Reuters, can be held liable for any irregularity or inaccuracy of BBA LIBOR. Disclaimer. Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.