Supermarket giant Tesco will be the first to trial a new mobile display advertising service from EE, Telefonica (O2), and Vodafone.
The joint venture between the mobile firms, which claim to represent more then 80 per cent of UK mobile customers, aims to deliver targeted ads to mobile users using anonymised information gathered from the telecoms firms' opted-in customers.
"Currently mobile planning and buying for display is based on a range of data points that are built into assumptions and algorithms. Our data will be informed by proper, verified first-party data and is unique," said Nigel Clarkson, Weve's commercial and marketing director.
Weve's mobile audience platform has gone into beta today, and a closed trial starts this week with a small selection of brands including Tesco, using real-time data to test and improve the platform before a wider launch.
Weve said that the beta will be focused on age and gender campaigns to start with, and will expand to include TV segments and social categories. It claimed it will also be testing "strict privacy measures" to ensure that adverts are only served to consumers who have consented to receive advertising from Weve.
"To mirror this consent, Weve has developed groundbreaking opt-out mechanisms, which allow for opt-outs at a user level rather than per device, to ensure consumers always have a choice and only ever see the kinds of advertising they want to from Weve," the company said.
Weve believes it will not work on a ‘chance' that the advert will be appropriate for the right person, and said that it has been working to ensure frequency capping of adverts doesn't continue to work "with the technical finesse of a baby playing peek-a-boo".
Tesco's trial of Weve will enable the supermarket to access anonymised data from EE, O2 and Vodafone, including the age, gender and location of users.
A Tesco case study on Weve's site shows that the supermarket chain tried to drive awareness of a £5 offer, to increase basket value and footfall into the store. Its target audience were females between the ages of 25 and 54. Weve targeted consumers who lived in the Tesco catchment area with MMS/SMS. It found that 68 per cent of consumers (who recalled receiving the message) were previously unaware of the promotion, and that 40 per cent took advantage of, or intended to take advantage of the offer.
Tesco could use Weve's services to identify the target audience with the store catchment area, and push the adverts in front of the person most likely to be purchasing items – also using gender and age data from Weve.
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A discussion of the "risk perception gap", its implications and how it can be closed