Tesco launches mobile ads on portal
Trial results foster advertising optimism
Tesco Mobile, the UK MVNO hosted by O2, has said that trial mobile advertising campaigns on its WAP portal generated click through rates to mini campaign WAP sites of between three and seven per cent.
These results have been enough to convince Tesco Mobile to commercially launch the delivery of on-portal advertising campaigns to customers. Tesco Mobile has published a detailed media pack, available through mobile advertising agency, 4th Screen Advertising, for agencies and brands.
Tesco’s trial campaigns included advertising for Bee Movie, Nivea, ITV and Teletext, and were delivered and sold by 4th Screen Advertising.
To flesh out the click through stats, Tesco Mobile also commissioned a survey from InfoMedia Services, the company that runs its WAP portal, looking at its customer base and its use of advertising.
The survey results found that the average Tesco Mobile user is 36 years old, 60% of them are female, and 60% visit the portal at least once a month. 69% said they would click on a relevant advert.
“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,” Ashley Schofield Head of Customer Management at Tesco Mobile
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.”
Share this article with others
Post to del.icio.us
Printed from http://www.mobileeurope.co.uk/news_analysis/113783/Tesco_launches_mobile_ads_on_portal.html
Comment on this article
Skip to comments
We encourage users to analyse, comment on and even challenge Mobile Europe's articles, including the one above - 'Tesco launches mobile ads on portal'
User reviews and comments that include profanity or personal attacks or other inappropriate comments or material will be removed from the site.
Additionally, entries that are unsigned or contain "signatures" by someone other than the actual author will be removed. We will take steps to block users who violate any of our posting standards, terms of use or privacy policies or any other policies governing this site.