The growth of mobile advertising indicates the continuing importance to operators of diversifying their business models, something that has been further underlined by an agreement between Indonesian operator Indosat Ooredoo and mobile advertising and data monetisation specialist Out There Media.
Indosat Ooredoo will adopt OTM’s proprietary mobile engagement technology platform Mobucks and leverage OTM’s network of brands and brand agencies to strengthen its digital advertising strategy.
Using Mobucks will enable Indosat Ooredoo to bring subscribers targeted and interactive messaging campaigns from its chosen brand and agency partners. And there’s no shortage of subscribers – the total is estimated at 62.3 million.
In turn OTM’s technology will leverage Indosat Ooredoo’s analytics and understanding of the market, allowing its platform to combine precise targeting and personalisation with reach, thus enabling what the partners call “micro-targeting at scale” for future brand clients.
Ritesh Kumar Singh, Chief Commercial Officer of Indosat Ooredoo, underlined the importance of this approach saying, “Today more than ever, it’s critical that we are able to connect with our subscribers in impactful, engaging, interactive, and innovative ways. Mobile advertising is a key part to achieving this.” He adds, “With this partnership, we’re looking forward to delivering interactive mobile advertising campaigns that go beyond the reach of traditional advertising channels available today.”
This isn’t the only recent deal involving OTM: a number of operators in the MTN Group have used the services of OTM to build digital advertising hubs.
In addition advertising can been used as a way to support access among less-well-off end users. An example of this is the ad-funded free mobile internet portal, Zero-D, from mobile automation company Upstream. This has been deployed by operators in a number of emerging markets, including Brazil, South Africa, Indonesia, Ghana and Kenya.