Globe eyes mobile advertising for additional revenues

Globe Telecom on Tuesday said it is looking to generate revenues from mobile advertising, taking advantage of the popularity of handsets.

The Ayala-led telco in 2012 partnered with Out There Media for a mobile advertising platform – My Rewards, My Globe Plus – which already has over two million opt-in subscribers. Top consumer brands such as McDonald’s, Clear and Sunsilk have used the platform to engage their target consumers.

In a statement, Ernest Cu, Globe president and chief executive, said mobile phones are changing the landscape of traditional advertising in the country with nine out of 10 people owning handsets, making penetration higher than any other form of medium including TV.

“Indeed, mobile is the way to go to connect with and engage today’s consumers, as well as to create a rich consumer experience that goes beyond traditional marketing,” Cu said.

Cu said mobile advertising opens creative corridors for dynamic and more compelling content, capitalizing on strong visual stimulation to entice consumers further.

Mobile also encourages interaction, allowing consumers to instantly send feedback, making the retail experience more relevant and meaningful, he said.

“Mobile technology has definitely changed the way brands talk to their consumers. Because it’s so personal and powerful, it enables the unique efficiency of reaching out to very precise target markets with mobile advertising-driven campaigns hinging on the capability to profile customers and touch them directly,” Cu said.

In 2010, Globe partnered with Out There Media in launching its own mobile advertising platform – My Rewards, My Globe Plus – which has over two million opt-in subscribers. Top consumer brands such as McDonald’s, Clear and Sunsilk have used the platform to engage their target consumers.

“As soon as we see that a customer has the propensity to top up load, to roam, or to subscribe to a promo on any given day, we can push the relevant service in an instant, to the right customer, at the right time,” Cu said.

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