Entertainment Gateway pioneers mobile ad service

MANILA, Philippines - 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 themselves of the service have the ability to opt in or opt out of the service through the telco’s pre-identified SMS gateway, 2338.

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.

For queries on how to target customers using Globe Telecom’s Location-Based Advertising Services, e-mail at [email protected].