What makes geotargeted broadcasting so appealing is the opportunity to deliver advertising messages which take into account a subscriber’s preferences, location and time, which considerably increases the value of obtained information. For an advertiser, the value of such a contact is substantially higher, as opposed to traditional promotion tools.
Conferees confirmed viability and potential of mobile advertising in mature markets. For example, Marco Kind, Chief Marketing Officer at Vodafone Romania, the most successful telco in this area in Eastern Europe, reported that over 50% of subscribers had already subscribed to mobile advertising services.
Evgeniy Zubakov, Business Development Office Director at Bercut Ltd., commented: “It is quite natural that market players show interest in geotargeting as a source of extra income based on existing technological and marketing resources. But when developing an interaction scheme, it is important to take into account interests of all parties, including a telco, a media agency and a direct advertiser, as well as market trends and features of a specific operator. I am grateful to Vodafone for giving us an opportunity to share our experience in this area in our speech at the conference. We keep on developing the services based on geotargeting in order to guarantee the stable growth in incomes from mobile advertising for telcos.”
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