Mobile Messaging Adspend to Reach USD7.4bn by 2017
VALUE ADDED SERVICES| Aug. 20, 2012, 11:28 a.m.
Advertising spend on mobile messaging will reach $7.4 billion by 2017, a new report from Juniper Research finds.
This growth will be driven by a dramatic upsurge in the use of location-based SMS to deliver relevant ads to consumers.
The idea of location-based SMS is something that is likely to raise questions of privacy amongst consumers. However, operators are extremely sensitive to this and the schemes which already exist, such as O2 More, are opt-in and the consumer can choose which types of offer they would like to receive. These types of schemes will become more common as operators attempt to look for revenue streams beyond voice and data but it is unlikely that schemes will become opt-out or compulsory.
SMS ads have significant benefits for marketers, says Juniper. While they may lack the rich media content of other advertising formats, they are very familiar to consumers and have a much higher chance of being opened, even if unsolicited. SMS ads are also a low cost option for those seeking large reach; in the UK, for example, a bundle of 1,000 text messages costs around £0.05 (8¢) per message, falling to around £0.03 (5¢) for larger bundles.
Report author Charlotte Miller noted that: “Sending adverts using mobile messaging gives advertisers a simple, cheap and effective way of reaching consumers. Adding location technologies is an even more powerful proposition, particularly for transactional advertising as marketers can reach consumers who are near a location where they can purchase. Knowing that the recipients of an ad have actively asked to receive it and will in all likelihood open it is also particularly attractive.”
MORE VALUE ADDED SERVICES NEWS
Internet.org app now available in GhanaFollowing the launch of the Internet.org app in Zambia and Kenya, Facebook is expanding its partnership with Airtel to bring the services to Ghana. Read More
TNM mobile money usage grows by 20%Telekom Networks Malawi Limited (TNM) has announced that the number of customers using its mobile money service, called Mpamba meaning ‘capital’, has increased by 20 percent. Read More
Azimo launches instant money transfer to eight new countries in West AfricaAzimo, the online money transfer service, has announced that customers across Europe can now send money to recipients in Benin, Burkina Faso, Ivory Coast, Guinea-Bissau, Mali, Niger, Senegal and Togo in West African CFA francs for instant cash pick-up. Read More
Airtel partners Cignifi and WSBI on mobile savings productsBrussels-based WSBI (World Savings and Retail Banking Institute) and Cignifi today announced an agreement to develop and test-market an innovative mobile savings product targeted at underserved and dormant savers. Read More
WorldRemit, MTN in Mobile Money partnershipWorldRemit and MTN have signed a global partnership that will enable WorldRemit customers to send remittances instantly to MTN’s Mobile Money customers. Read More
Draw your own video gameCartoon Network Games has partnered with Pixel Press on an innovative title encourages players to draw their own Adventure Time game levels. Read More
Tigo subscribers to enjoy 36m music tracks on their smartphonesTigo Tanzania today announced the launch of Tigo Music through a partnership with Deezer, the international music streaming service that will provide Tanzanians with unlimited music experience. Read More
Tigo Rwanda launches 4G, TV streamingTigo Rwanda has officially launched its 4G internet service and iROKOtv video streaming partnership. Read More
MTN unveils 2015 BetterMe app to maximize internet usageMTN Nigeria has launched its BetterMe campaign with the unveiling of the My2015BetterMe app and three 2015 BetterMe Bundle offerings for customers across all strata. Read More
Orange Mali, NSIA launch ‘Sini Tonon’The insurance and savings sector in Mali has been revolutionised with the launch recently of a mobile money product called ‘Sini Tonon’, an initiative of insurance giant NSIA (Nouvelle Société Interafricaine d’Assurances), in partnership with Orange Mali. Read More
FEATURED STORYUCC launches 2015 ACIA awards
Uganda has launched the fifth Annual Communications and Innovation Awards, which celebrate and foster ICT innovation and achievement.
BEST READ NEWS
IN DEPTHKenya’s digital TV battle hots up
Kenya’s journey to Digital TV broadcasting took a new turn this week, when the Communication Authority of Kenya (CAK) accused three local media firms of intent to disrupt the process.
COMPANY NEWSMTN to empower African businesses with AWS Direct Connect
MTN Group today announced it would be the first African company to offer Amazon Web Services (AWS) Direct Connect to business customers across multiple countries on the ...“All Systems GO!” for the DStv Eutelsat Star Awards in Zambia
It’s “All Systems GO!” for the winners of the fourth edition of the DStv Eutelsat Star Awards to be announced at the awards ceremony in Lusaka, Zambia ...Spectra Wireless, Microsoft 4Afrika launch first commercial TV white spaces services in Africa
University students will now get fast, affordable Internet bundles and receive zero-interest financing when purchasing a new device.