Turkish Operator Tests Adverts for Airtime Service

­Turkish mobile network operator, Turkcell says that it has completed the trial of a mobile advertising system that displayed a full-screen advert on the handset after each phone call. The trial was available to a select group of Turkcell customers, allowing them to participate in the trial for a period of four weeks in exchange for free airtime.

The advertising platform was provided by MyScreen Mobile and branded as TiklaKazan.

The operator said that the results of the trial were very positive, with 82% of subscribers confirming they would recommend MyScreen to a friend. Subscribers also confirmed that 79% would prefer to see a full-screen ad at the end of call, as opposed to receiving an SMS or MMS.

MyScreen's mobile advertising solution helps brand advertisers deliver targeted full-screen advertisements to subscribers at the end of every call, based on their demographic and interest profile and the brand advertiser's relevance to a specific interest. In return, subscribers accumulate rewards for every advertisement viewed on their phone which can then be redeemed for free airtime, downloadable content or value-added services from the telecom provider. Subscribers opt-in to the service and have full control to define which advertisements they find relevant without any interruptions to their normal calling behavior.

"We are very pleased with the initial trial experience with MyScreen. Turkcell's mobile advertising and marketing knowledge/ecosystem and Myscreen's entrepreneurship/technology have shown us the pros and cons for delivering the best application based mobile advertising service for our subscribers," stated Melis Turkmen, head of Mobile Marketing & Advertising Division.

Posted to the site on 30th August 2009