A new SMS based service is being trialled at over 100 Home Depot <\/strong>stores in the Florida region. The system allows potential customers to view instructional videos on their phone for products they are interested in buying.<\/p>\nAn example of this is a video showing how easy it is to install and change light fixtures and ceiling fans designed by a company called Safety Quick Light<\/strong>. They offer a new technology for connecting light fixtures, and so they need to educate consumers at the point of purchase about the benefits of their system.<\/p>\n This new service is another example of the trend towards making advertisements that are in fact useful for consumers and offer a service rather than simply conveying a brand message. <\/p>\n Customers are alerted to the system by SMS codes on the shelf displays. The system is run by Avot Media <\/strong>. <\/p>\n “Today, it’s not easy to find and watch mobile video,” said David Sloan<\/strong>, director of product marketing for two-year-old Avot. “But everyone understands SMS short codes, and mobile voting for ‘American Idol’ has proven that model is mainstream.” <\/p>\n