Seems likely we can now add a ‘diet’ of ads and promotions to our weekly shopping list! And save money.
Whilst the other mobile telecoms operators explore ad blocking software, Tesco Mobile is going the other way by incentivising customers to watch adverts. The deal includes £3 off their monthly bill and increased data allowances; to participate customers need to download an Android app and view adverts at least 21 days every month. Tesco say that ads will run every third time a user unlocks their phone.
The ‘Xtras’ programme is being run using the mobile ad platform developed by Australian company, Unlockd. Ad sales will be through Unlockd, News UK and integrated into programmatic buying.
By contrast Three is trialling network level ad blocking using software developed by Israeli company Shine, their stated objective being to improve the experience for consumers. Though, any attempt to block ads across its whole network is likely to be challenged by publishers and advertisers, potentially under European net neutrality rules.
For Tesco it’s a great way to leverage greater value from its customer base, it’s likely over one-million customers could participate.
And for the future? It can’t be too far away that the link between their loyalty card (and beacons) and promotions and ads are synchronised. #Neat!