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WirelessDevNet.com Press Release
Tesco Mobile to Launch Mobile Advertising Following Successful Trial
Following a successful trial to deliver on-portal advertising campaigns to customers, Tesco Mobile has published a detailed media pack for agencies and brands to get a better understanding of the opportunities that exist with the UK operator.
The media pack is available through specialist mobile advertising agency, 4th Screen Advertising.
The trial, which was managed by mobile services company, InfoMedia Services, has confirmed Tesco Mobile’s WAP portal to be a responsive advertising medium for major brands assisted by a strong segment of female browsers, unique amongst UK mobile operators.
The trial campaigns, including advertising for Bee Movie, Nivea, ITV and Teletext were delivered and sold by 4th Screen Advertising. Banner advertising served up to the Tesco Mobile portal delivered a strong click through rate to specially created mini campaign WAP sites, of between three and seven per cent.
To complement the trial, Tesco Mobile engaged InfoMedia to conduct a WAP based survey to uncover which segments of its customer base were actively browsing the mobile site and their attitudes towards mobile advertising. The survey revealed that the MVNO has an active, loyal user base with a strong segment of female household budget owners, particularly valuable for FMCG brands. The survey produced impressive findings;
Average age 36
60% female
60% visit the portal at least once a month
69% would click on a relevant advertisement
The Tesco Mobile portal, hosted and managed by InfoMedia Services, has also shown strong month on month growth since its launch in May 2007 with a record 300,000 unique visitors recorded in December 2007 and month on month growth forecast.
Taken together, the success of the trials, the growth of portal traffic and the results of the WAP survey reveal a strong mobile internet savvy customer base that is receptive to mobile advertising
Ashley Schofield Head of Customer Management at Tesco Mobile welcomed the findings “Our customers are showing a real appetite for more products and services through the mobile internet. Delivering more great experiences and value through our portal is a priority for this year.”
InfoMedia Services Commercial Director, Michael Tomlins, added: “The figures from the advertising trial, the growth of on-portal visitors and the results from our WAP survey point to two significant conclusions. Firstly that Tesco Mobile’s customers are already proactively engaging with the portal and secondly that they are a valuable audience happy to interact with mobile advertising.”
Mark Slade, MD of 4th Screen Advertising said: “Brands and advertising agencies are increasingly seeing the value in mobile advertising. Tesco Mobile provides advertisers with a customer base with a strong female bias. This means that the portal delivers very valuable inventory for advertisers and brands. We look forward to continuing to work with Tesco to sell their inventory.”
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