Mobile users happy with travel advertising on handsets

Nine out of ten mobile phone users are happy to receive services that are supported by relevant or helpful advertising, a survey by content provider Mantic Point has found.


The Manchester-based company, which is currently working with the likes of BAA, easyJet and WAYN.com, said that almost a third of users had attempted to redeem a product offer they had received on their handset.


Mantic Point claimed this week that some travel firms are adding around £3 million in incremental business as a result of advertising to consumers at airports via mobile phones.


Managing director Mike Atherton said: “A retailer doesn’t know who is travelling through the airport.


“Yet, if they had some way of accessing passengers within their target audience as they arrived at the airport they could effect dramatic changes in footfall and revenue.


“We focus on understanding the traveller and serving the right promotional offer to them, which leads to high redemption rates – because travellers only see relevant advertisements which they’re likely to respond to.”


Mantic Point, which is part-owned Rolls Royce, recently unveiled its new Streamthru service to allow mobile users to receive alerts for flight information, snow reports, weather forecasts, traffic updates, itinerary reminders and destination information.

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