Globe drives up mobile advertising platform

MANILA, Philippines –  Globe Telecom and Out There Media (OTM) have announced that their mobile advertising platform has generated more than one million consumer opt-ins less than two months after the rollout of their next generation permission-based program in the Philippines.

Globe new business group head Minette Navarrete said their mobile advertising platform gives advertisers a supplementary media channel to efficiently reach their customers.

“It also 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,” she added.

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 mobile 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 percent 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. 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,” OTM CEO Kerstin Trikalitis said.

She added that 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,” Trikalitis pointed out.

Globe and OTM launched My Rewards, My Globe Plus, a comprehensive, next-generation permission-based mobile advertising service for opt-in customers. The service 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 Asig Rewards loyalty programs.

OTM has partnership agreements with 24 network operators across Europe and Asia, reaching approximately 380 million subscribers, 70 percent of which are exclusive, via its multi-channel mobile advertising marketplace, Mobucks.