Tesco Mobile is trialling mobile ads on the its WAP portal.
The Tesco Mobile MVNO, which piggybacks on the O2 network, reckons its customer demographic is well disposed to both mobile web browsing and mobile advertising.
Ashley Schofield Head of Customer Management at Tesco Mobile said: “Our customers are showing a real appetite for more products and services through the mobile internet.”
The trial has been managed by mobile services company InfoMedia Services since May last year. InfoMedia has done reserach on the Tesco Mobile customer base and claims it to be, typically, female home owners on a budget. It said the average age of Tesco Mobile subscribers is 36, 60 per cent of its base is female and 60 per cent visit its WAP portal at least once a month. It said 69 per cent click on Tesco Mobile WAP portal adverts.
So far Tesco Mobile has advertised Bee Movie, Nivea, ITV and Teletext services.
InfoMedia commercial director Michael Tomlins said: “Tesco Mobile’s customers are already proactively engaging with the portal and they are a valuable audience happy to interact with mobile advertising.” %u2028%u2028