UK: Tesco, the (primarily) food-retailing superstore, which also happens to run an MVNP, has been trialling a WAP advertising portal since May 2007 – Tesco says access to the portal has been growing, resulting in 300,000 unique visitors in December 07.
The Ads were delivered as “traditional” banner Ads with a click-through, and included brands such as ITV, Nivea and Teletext.
Interestingly, Tesco said it’s demographics include a large segment of female household “budget owners”, with an average age of 36 – this apparently means that for advertisers with products that are “fast-moving consumer goods such as toiletries and cleaning products”, it is a good target audience.
The survey that Tesco commissioned apparently showed that “more than half (60 per cent) of portal users are female and the same percentage said they visit the portal at least once a month, while 69 per cent claimed they would click on a relevant advert.”
These stats seem to fly in the face of typical Mobile Internet access – either Tesco know something we don’t, or they have the most M-Internet-savvy user-base I’ve seen in some time!
[Via: Silicon.com]