Telcos are exploring opt-in mobile advertising in an attempt to boost revenues, as they are predicted to lose a fraction of 1% of revenues to over-the-top services during the next 10 years, according to research firm Ovum. Firms such as Rainbow (formerly Shine) are part of the new strategy. Rainbow offers a "creative verification" service for ads for its carrier partner, Three. Another start-up, Unlockd, offers an app that gives users special offers for watching an ad. Unlockd shows an ad once every three times a phone is unlocked. "As long as the ads are not annoying and disruptive, then everyone wins," said Jonathan Oliver, Unlockd's global chief creative officer.
Telcos are exploring opt-in mobile advertising in an attempt to boost revenues, as they are predicted to lose 36% of revenues to over-the-top services during the next 10 years, according to research firm Ovum. Firms such as Rainbow (formerly Shine) are part of the new strategy. Rainbow offers a "creative verification" service for ads for its carrier partner, Three. Another start-up, Unlockd, offers an app that gives users special offers for watching an ad. Unlockd shows an ad once every three times a phone is unlocked. "As long as the ads are not annoying and disruptive, then everyone wins," said Jonathan Oliver, Unlockd's global chief creative officer.