Mobile advertising firm Out There Media and Globe Telecom, a full-service telco operating in the Philippines, have announced the official roll-out of a comprehensive mobile advertising offering to the Filipino market.

‘My Rewards, My Globe Plus’ is the latest enhancement to the Globe loyalty program, which offers Globe’s 24.6m pre- and post-paid subscribers points when they top-up.

The current Globe loyalty program, ‘My Rewards, My Globe’ is the foundation of the new mobile advertising service. Subscribers are offered a wide array of rewards for topping up. These include free text messages and talk time, branded MP3 players, LCD TVs, DVD players and even trips to local and foreign destinations. The program also offers discounts and freebies from a variety of shops, restaurants, clubs and hotels around the Philippines.

With the enhanced “My Rewards, My Globe Plus”, Globe and Out There Media add a permission-based mobile advertising service to the program. Subscribers will be able to choose the mobile ads they wish to receive from their preferred brands, or the products and services they want to try.  Subscribers are asked provide their own demographic and lifestyle characteristics when they sign up for the service.  Subscribers who opt to receive the ads can earn points that are redeemable against discounts and free gifts from the My Rewards My Globe loyalty program for all of its subscribers. 

“Globe brings another first for mobile users in the country,” says Globe president and CEO, Ernest Cu. “We see Mobile Advertising will create a new segment in the local advertising industry. More importantly, this new service will enable our subscribers to get more out of the brands they love. By integrating this opt-in service into our rewards program, we hope to give another superior experience for our customers.”

Launch partners for the new service include Unilever, McDonald’s and HSBC, with more in the pipeline. Out There Media’s Singapore office will take the lead in working with partners and will also handle all sales, business development and operations support for the service.

“We are very excited to announce the launch of our mobile advertising activities in the Philippines, especially as it is done in partnership with a leading operator such as Globe, and it is already attracting a very positive response from the market,” says Out There Media CEO, Kerstin Trikalitis. “We are looking forward to a successful collaboration with Globe, and we are confident that our partnership will revolutionize the advertising sector in the Philippines.”