Study: Aussies Say “Yes” To More Smartphone Ads If It Means Cheaper Telco Bills
According to a new study by Roy Morgan Research, Aussie smartphone users are up for the idea of seeing more ads if it means a reduction in their monthly bill.
Three weeks ago, Optus unveiled its Xtra service which offered customers free data in exchange for watching adverts on their phone’s locked screen. The Optus Xtra service will give customers the option of either 2GB or $2 of credit per month on their plans.
According to the Roy Morgan study, 37 per cent of respondents agreed they’d be interested in receiving ads on their mobile phone if it reduced their bill. Interestingly, 39 per cent of Optus customers agreed they’d be keen on the idea.
When it came age brackets that said they’d be okay with the idea, the 14-24 years olds and the 35-49 bracket were most interested at 27 per cent.
Age Profile for (potential) Mobile Advertising Audience
According to the study, the idea of ads on smartphones is ideal for users who are shying away from traditional media and advertising. The study found among smartphone owners receptive to mobile advertising, in the last week 56 per cent haven’t read a print newspaper and 44 per cent haven’t looked at a print catalogue. Some 31per cent haven’t even flipped through the latest issue of any magazine, and 24 per cent haven’t made a single trip to the cinema in the last year. On a normal weekday, 31 per cent don’t listen to commercial radio and 14 per cent don’t watch commercial television.
The Non-Reach of Traditional Media among (potential) Mobile Advertising Audience
Those interested in signing up to receive mobile advertising are also much more likely to do the sorts of activities on their phones that appeal to advertisers.
In an average four weeks, they are almost twice as likely as other smartphone owners to click online ads, watch video advertising, or read an online catalogue. They are more likely to pay for purchases using a credit card or another online payment or money transfer system, or research products or services they want to buy, including reading ratings and reviews– and all on the very smartphone that could soon be set to receive mobile advertising.
Commenting on the study, Roy Morgan CEO Michele Levine said: “There are 5.9 million smartphone owners across Australia potentially interested in seeing advertising in exchange for a mobile usage bonus – but it’s still early days for this new model.
“Right now there are 126,000 Australians who immediately meet all the criteria for Xtra: they’re with Optus, on a prepaid plan, use an Android operating system and, of course, are open to the idea. The question now is whether a gigabyte of data or $2 in credit is ‘worth it’ to have ads on the lock screen.
“Consumers today are more conscious than ever that they have a value to advertisers, and can make decisions about what advertising they see and hear based on it being a fair trade. Anticipating the trend, Roy Morgan has long measured mobile owners’ attitudes toward receiving ads on the phone in exchange for a reduced bill, as well as their shopping and product research habits on the device.
“Mobile advertising has the potential to reach the sort of younger and more tech-savvy audience that has become more difficult to reach through traditional media channels. However advertisers will need to understand that these people are also, by definition, a very particular type of consumer that gets excited by coupons and competitions, sales and bargains.
“And just like traditional media owners, Optus will need robust audience profiling and consumer segmentations to be able to pitch its new audience to advertiser clients, and provide them the tools to identify target markets and construct messages that maximise ROI,” she said.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.