Tesco Mobile has published a detailed media pack for agencies and brands based on a trial, which was managed by mobile services company, InfoMedia Services. They have confirmed Tesco Mobile’s WAP portal to be a responsive advertising medium for major brands assisted by a strong segment of female browsers, unique amongst UK mobile operators.
The trial campaigns, including advertising for Bee Movie, Nivea, ITV and Teletext were delivered and sold by 4th Screen Advertising. Banner advertising served up to the Tesco Mobile portal delivered a strong click through rate to specially created mini campaign WAP sites, of between three and seven per cent.
To complement the trial, Tesco Mobile engaged InfoMedia to conduct a WAP based survey to uncover which segments of its customer base were actively browsing the mobile site and their attitudes towards mobile advertising. The survey revealed that the MVNO has an active, loyal user base with a strong segment of female household budget owners, particularly valuable for FMCG brands. The survey produced impressive findings;
- Average age 36
- 60% female
- 60% visit the portal at least once a month
- 69% would click on a relevant advertisement
The Tesco Mobile portal, hosted and managed by InfoMedia Services, has also shown strong month on month growth since its launch in May 2007 with a record 300,000 unique visitors recorded in December 2007 and month on month growth forecast.
The media pack is available through specialist mobile advertising agency, 4th Screen Advertising.