It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Optus is offering pre-paid consumers the opportunity to earn extra data by viewing advertisements on their smartphones.
The Optus Xtra plan gives pre-paid customers the ability to access another 1GB of data on monthly plans, or $2 of extra credit on daily plans every 28 days, by having ads displayed on their phone’s locked screen. The extra credit will be applied once a consumer has had the Optus Xtra app active for 28 days and also shows an active pre-paid account balance.
The ads, which are only available on Android devices at this point, have been developed in partnership with New Zealand-based adtech player, Postr. They are being managed by Singtel-owned digital marketing technology subsidiary, Amobee.
The technology allows advertisers to use the full screen for creative executions. Customers will be given an option to either view a video version of the ad, or visit the brand’s website, and will be able to unlock their phone when the ad is displayed.
Customers can customise the type of ads they receive by nominating their preferred interested across eight categories: Beauty, employment, fashion, government and politics, health, money, technology and travel. They’ll also be able to stream music using Google Play Music, iHeartRadio, Pandora and Spotify apps without using their plan’s data.
“Optus Xtra… is our latest initiative to give pre-paid customers maximum value from their mobile plan,” said Optus director of product innovation and value added products, Megan Forster.
“Our pre-paid customers have told us they want to boost their data, but are also budget conscious. By giving customers the option to earn extra data through watching ads, Optus is enabling them to enjoy more of what they love, without spending an extra cent.”
From an advertiser’s perspective, the ads offer 100 per cent viewability and an opportunity to reach audiences that have opted-in to see relevant ads, said Amobee A/NZ managing director, Liam Walsh.
Postr’s CEO and founder, Milan Reinartz, added that the partnership with Optus was its first in Australia and one of many the tech company is now forming with mobile network operators in A/NZ and South-East Asia.
“Optus’understanding of users’ behaviour and nimble but thorough approach to design and testing has resulted in an end product that we are all excited to be able to offer to users and advertisers in Australia,”he said.