Globe reports high mobile ads uptake

By Lenie Lectura, Business Mirror

Posted at Dec 23 2010 01:08 PM | Updated as of Dec 23 2010 09:08 PM

MANILA, Philippines - Globe Telecom’s mobile advertising offering, in partnership with Out There Media (OTM), has generated more than one million consumer opt-ins less than two months after the rollout of its next-generation permission-based program.

In October, Globe and OTM posted a record in the global mobile advertising industry—booking close to $4 million in advertising commitments, on the back of confirmations from Unilever, HSBC and McDonald’s to run their respective mobile ads (m-ads) campaigns. More advertisers have signed up since then.

Recently, HSBC Red MasterCard successfully launched a campaign in the Philippines to drive the uptake of its women’s card via m-ads. This SMS opt-in campaign offered complimentary shoes to consumers who register for the card. The m-ads campaign achieved a significant conversion rate of 14.5% of total target audience actually applying for the HSBC Red MasterCard.

“We’re very happy with the progress we have made with our mobile advertising platform,” said Minette Navarrete, Globe head of the new business group. “Our mobile advertising platform gives advertisers a supplementary media channel to efficiently reach their customers and engage them like never before, and it gives our subscribers an inside track for getting info and promo offers from some of the Philippines’ top brands. Plus mobile advertising is a new revenue stream for Globe, one that telcos around the world are aspiring to develop.? In the Philippines, Globe has made that business innovation real.”

In October, Globe and OTM launched the “My Rewards, My Globe Plus,” a permission-based m-ads service. This allows Globe and TM subscribers to choose to receive mobile ads they wish to receive from their preferred categories, be it fashion or food, from brands, products or services they would want to try in exchange for points redeemable against discounts and free gifts via the MyRewards MyGlobe and TM Astig Rewards loyalty programs. OTM’s office in Asia takes the lead in working with partners as well as all sales, business development and operations support for the m-ads service of Globe Telecom.

“This is an outstanding achievement for OTM to surpass the mobile advertising opt-in record within such a short period of time,” said Kerstin Trikalitis, chief executive officer of OTM. “It reflects a trend where advertisers are increasingly committing to the mobile medium to optimize their consumer outreach and consumers are starting to see value in such campaigns. By integrating the opt-in service into the mobile advertising program, OTM is offering enhanced consumer privacy and customized services. Consumer reaction to such offerings is extremely encouraging and we see a huge growth potential for mobile advertising in Asia.”

Brands and advertisers have traditionally exercised caution in experimenting with the mobile channel. However, there is a clear indication toward a changing mindset and the immense opportunity for m-ads in the Philippines and the rest of the region. A study by business research and consulting firm Frost & Sullivan shows that total m-ads revenues in the Asia-Pacific region are forecast to rise around 17% per year over the next 5 years.