America Movil, a well known wireless service provider in Latin America, has joined hands with MyScreen, a Canada based mobile advertising company, to launch an interactive mobile advertising service across Latin American and the Caribbean.
This, as you can imagine, is an opt-in service which is available only to those who subscribe to the service voluntarily. Customers will be delivered interactive full screen ads at the end of every call. Banner ads will be served when customers are browsing the net on their mobile phone. The subscribers who opt in to the service will get special discounts, offers, and free services which are not available to regular subscribers of America Movil.
The ads delivered are highly targeted based on the preferences of each subscriber. The subscribers can get ads from different categories like health, entertainment, lifestyle, and sports. Subscribers can accumulate reward points for every ad they view on their mobile phone. They can redeem these reward points to get free services and other such offers from their operator.
America Movil and MyScreen conducted a trial this year to get an idea of the response from subscribers. Much to everyone’s surprise, the ads from MyScreen generated 20% CTR (click through rate), which is unprecedented to say the least. Just so you know, online ads, which have become ubiquitous these days, generate a CTR of 1%. In other words, the response to mobile ads, at least in this scenario, was 20 times higher than the response to online ads. This encouraged the parties involved tremendously to introduce the service to America Movil customers.
In my opinion, the timing of this alliance could not have been better. A recent report from Juniper Research says that mobile advertising in Latin America is still in its nascent stage and is expected to grow significantly in the coming years. In 2012, the amount spent on mobile advertising in the region is expected to be somewhere around $1.3 billion. Considering the fact that America Movil has millions of subscribers from the region, it makes sense for them to join hands with MyScreen to come up with such a service.
Tags: america movil, banner ads, caribbean, ctr, interactive mobile advertising, Latin America, mobile advertising company, mobile advertising service, mobile ads, mobile advertising, mobile phone, myscreen, wireless service provider
Technorati Tags: america movil, banner ads, caribbean, ctr, interactive mobile advertising, Latin America, mobile advertising company, mobile advertising service, mobile ads, mobile advertising, mobile phone, myscreen, wireless service provider
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Categories: Cell Phone Advertising, All things mobile phones.
