Digital Advertising

Tesco Mobile inks mobile advertising deal to deliver ‘extra value’ to customers

By The Drum | Editorial

June 9, 2016 | 3 min read

Tesco Mobile, a 50:50 joint venture between the retailer and UK mobile operator O2, has announced a new initiative that will let its subscribers save money on their monthly mobile phone bills in return for viewing ads on their mobile phones.

From the 9th June, millions of UK mobile customers will be able to save money on their mobile bills just by viewing ads, special offers and content on the home screen upon the ‘unlock’ of their Android phone.

The new service is exclusive to Tesco Mobile, and has been launched in partnership with mobile technology start-up Unlockd. Both new and existing Tesco Mobile customers can benefit from the service by simply downloading the free Tesco Mobile Xtras app and signing up.

Tesco Mobile

Customers will see personalised ads, offers and content, which they can quickly and simply dismiss, or click to save or see more information. And in return, they will receive an extra £3 a month off their monthly bills, which could save consumers up to 40 per cent off their monthly spend.

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Partnerships with popular brands such as Doritos, Branston, British Airways will take place at launch, and content-providers such as News UK are also participating.

Tesco Xtras will be available for Pay monthly Android handset and SIM only customers. Customers can opt in or out of the service at any time.

Anthony Vollmer, CEO of Tesco Mobile, said: “At Tesco Mobile we’re committed to offering customers great value, simplicity and choice with exceptional rewards. Tesco Mobile Xtras, powered by Unlockd’s unique mobile platform, provides our customers with the chance to make savings that really add up.”

Matt Berriman, CEO and Co-Founder of Unlockd, said: “From the success of previous partnerships in Australia and the USA, we’ve seen a great uptake on the service as customers continue to seek value. We are looking forward to opening up this benefit to the UK market with Tesco Mobile.”

The announcement of the mobile advertising tie-up comes amid a host of telcos increasingly involving themselves in the mobile advertising space, including speculation around a potential bid for Yahoo from US operator Verizon Wireless, and also comes as Three is poised to conduct a trial with ad blocking outfit Shine Technologies later in the month.

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