News From Telecom World

Cellcom subscribers can now earn free air time for watching ads (Israel)

Posted on: September 15, 2008

Cellcom launches a new advertising model for it’s Israeli subscribers. The new model enables the subscribers to earn free airtime for watching commercials.
According to Cellcom Chief Executive Officer Amos Shapira, “Cellular phone advertising will happen in the end and it will be big.”
The model it named as “Time is Money” with youngsters being the main target.
Cellcom, Israel’s largest mobile operator by subscribers will be awarding it’s subscribers by upto 45minutes of free airtime every month, for watching commercials. At the end, viewers are suppose to answer one or two advertiser questions to prove they paid attention to the commercials.
Adi Cohen, Cellcom’s vice president of marketing said, “It is a way for us to attract young new subscribers,” and will notably allow the operator to make its service cheaper for it’s subscribers without the company having to finance it.
Biggies like Coca-Cola, Nokia and Sony have already signed contracts to advertise on Cellcom, he added.
The advertisers will be paying 1.7 shekels per proven view of an ad. The operator is expecting this new model to get them an advertising turnover of 15 million shekels ($4.2 million) in the first year, with about half of that being passed on to subscribers in free air time.
The advantage of mobile advertising is that handsets are always with subscribers and it is more personal.
“We can know exactly what clients want and can do more targeting,” Cohen said.

Source: Wireless Federation

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1 Response to "Cellcom subscribers can now earn free air time for watching ads (Israel)"

Now this is defintely different from anything that I have seen prior.

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