Supermarket giant to launch mobile ad campaign

After nearly 12 months of trials, the UK's largest supermarket chain Tesco has given the go-ahead to its MVNO arm, Tesco Mobile, to commercially launch an on-portal advertising campaign.

The company claimed that its trial mobile advertising campaigns on its WAP portal had generated click through rates to mini campaign WAP sites of between three and seven per cent. This, according to the company, was enough to convince Tesco to launch a commercial mobile ad campaign, made even more pertinent by the 300,000 unique visits to the trial site in December 2007.

A survey conducted by InfoMedia into the trial results found that the average Tesco Mobile user was 36 years old, 60 per cent of them were female, and 60 per cent visited the portal at least once a month. Nearly 70 per cent said they would click on a relevant advert.

"Our customers are showing a real appetite for more products and services through the mobile internet. Delivering more great experiences and value through our portal is a priority for this year," commented Ashley Schofield, Head of Customer Management at Tesco Mobile

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