Tesco Mobile has published a media pack for advertising agencies to improve their understanding of what the MVNO has to offer in mobile advertising.
The release of the media pack follows a mobile advertising trial, with the aim of finding out how responsive Tesco Mobile’s portal is to advertising. The trial included high profile brands, such as Nivea and ITV.
One main difference compared to the operators that arose in the trial was the strong skew to female browsers. Banner advertising on the Wap site created a click through rate of between 3% and 7%.
To compliment the trial, Tesco Mobile recruited InfoMedia to conduct a Wap based survey. The research found that the average age of Wap browsers was 36 years. Of the browsers 60% were female, 60% visit the portal at least once a month and 69% would click on relevant ads.
Tesco’s mobile portal was launched in May last year and recorded 300,000 unique visitors in December.