Out There Media says its opt-in mobile advertising program is delivering excellent results for operators in Asia-Pacific and the Far East.

Recently, Out There Media and Globe Telecom launched the ‘McCafe Free Iced Drinks’ promotion, aimed to drive awareness and redemption of McCafe’s iced drinks around downtown Manila. The campaign asked consumers to name their preferred drink out of three choices, involving a call-to-action in order to receive the free drink. The campaign generated an 18 per cent response rate, and of these, 89 per cent proceeded to redeem the free drinks. Another, two-day campaign in Jakarta with XL, the ‘Pantene-Carrefour SMS Voucher’ campaign, delivered an average response rate of 21.4 per cent.

“As the pioneers of opt-in mobile advertising, we were the first to give users the choice to opt in to campaigns for products or services that they are interested in,” notes Fabrizio Caruso, managing director of Out There Media in Asia Pacific. “Opt-in marketing campaigns empower consumers, and in turn generate better response rates and higher revenues for the advertisers. This will also result in a more positive attitude towards advertisers, where consumers themselves will genuinely want to know more about future products or services from the advertiser.”

Earlier this year, Out There Media announced findings from a joint whitepaper released by the company and the Mobile Marketing Association (MMA), indicating that the average conversion rate for opt-in marketing is 25.15 per cent – 20 times higher than the response rate for direct marketing, and significantly higher than web advertising – where 0.2 per cent response rate is considered a success.