Entertainment Gateway Group (EGG), a wholly-owned subsidiary of Globe Telecom, leads another trend in Philippine telecoms as it pioneers the country’s first-ever mobile advertising service that allows small and medium scale enterprises and established brands to reach their customers based on their real-time location.
Location-Based Advertising Services (LBAS) is a new type of marketing communication that integrates mobile advertising with location-based services. LBAS allows brands to determine potential customers’ real-time location based on their mobile phone signal and deliver the most relevant promos to them via an SMS or mobile voucher.
Aside from the ability to target subscribers based on their real-time location, brands may also filter potential customers based on demographic parameters like age and gender. This targeted and profiled approach minimizes wastage of resources and can also be used to directly interact with the consumer and learn valuable insights from them, creating more tailored promotions by brands in one location.
Among a number of LBAS’ benefits include instant foot traffic since messages can be delivered to people as close as 200 meters from a venue and exciting redemption of items and discounts from participating stores which provide superior shopping experience among customers.
Ensuring that the service does not invade privacy of mobile phone owners, only subscribers who are opted-in to LBAS will be reachable. Those who want to avail of the service have the ability to opt-in or opt-out of the service through the telco’s pre-identified SMS gateway, 2338.
“With the ubiquity of smartphones in the Philippines, we are excited to roll-out the most innovative mobile-based promotion in the country. We believe that through LBAS, business enterprises and brands can extend relevant offers to their target consumers and deliver location-specific promotional ads through their mobile phones in an efficient and effective manner, anytime, anywhere,” shares Bela Gupta, Director of Digital Advertising at Entertainment Gateway Group.
To date, EGG has engaged renowned brands such as Plains & Prints, Marks & Spencer, Uniqlo and A-Deals, apart from Globe Telecom’s own business groups.
“Location-Based Advertising Services will help fashion retail brands like Plains & Prints find and connect with customers in the mall to drive immediate footfall into our stores. We are excited to partner with Globe and Entertainment Gateway Group on this initiative after the success of our initial pilot in December 2013,” says Erickson Farillas, CEO and Founder of Plains & Prints.
According to Smaato, Inc., the global industry leader in mobile Real-Time Bidding ad exchange, most Asian countries have big mobile advertising markets because of the growing number of smartphone and mobile device users, with the Philippines having a 14% smartphone penetration rate. This is one of the reasons why mobile advertising spend in Asia is expected to grow up to USD11B in three years.
Entertainment Gateway Group is the most innovative technology partner providing award-winning mobile content and applications, cutting-edge digital advertising and superior technology outsourcing expertise. EGG was acquired by Globe Telecom in 2008 to enhance its already successful mobile content and reinforce its strong line of new digital services.
For queries on how to target customers using Globe Telecom’s Location-Based Advertising Services, e-mail [email protected].