PHILIPPINES, DECEMBER 17, 2010 – Globe Telecom and its partner, Vienna-based Out There Media (OTM), a global leader in mobile advertising, has announced that its mobile advertising platform has generated more than one million consumer opt-ins less than two months after the roll-out of its next generation permission-based program in the Philippines.
“We’re very happy with the progress we have made with our mobile advertising platform,” said Minette Navarrete, Head of the New Business Group of Globe Telecom, “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.”
Last October, Globe and OTM hit 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 m-ads campaigns. More advertisers have signed up since then.
Recently, HSBC Red MasterCard successfully launched a campaign in the Philippines to drive uptake of HSBC’s 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.
“This is an outstanding achievement for Out There Media to surpass the mobile advertising opt-in record within such a short period of time,” said Kerstin Trikalitis, CEO of Out There Media, ”It reflects a trend where advertisers are increasingly committing to the mobile medium to optimise their consumer outreach and consumers are starting to see value in such campaigns.”
Brands and advertisers have traditionally exercised caution in experimenting with the mobile channel, preferring to adopt a wait-and-see approach. However, there are clear indication towards a changing mindset and the immense opportunity for mobile advertising in the Philippines and the rest of the region. A study by business research and consulting firm Frost & Sullivan shows that total mobile advertising revenues in the Asia Pacific region are forecast to rise around 17% percent per year over the next 5 years. Research from Informa Telecoms & Media says that revenues from mobile advertising in 2010 will be worth $3.5-Billion globally, on the back of initiatives from players around the world to develop mobile advertising strategies. By 2015, Informa Telecoms & Media added that revenues should have grown around eightfold to around $24-Billion.
