Ads can fit the bill

It’s great to see advertising on bills becoming something that people are more open to (“Advertising on bills makes a statement”, MW last week). While several types of businesses know a great deal about their customers’ interests to provide targeted advertising, one clearly stands above the rest. Telecom providers, such as phone (fixed and mobile), cable and ISPs, have the in-depth subscriber knowledge to ensure all advertising is highly targeted, personalised and relevant to the individual. If handled correctly, this approach can be very successful and, most important, non-intrusive.

Making a statement:Ads onATMs
Making a statement:Ads onATMs

For example, Vodafone Australia already offers inserted advertising on bills to its subscribers, which is significant because 600,000 of its customers ask for and receive an itemised paper bill every month. It’s estimated that 60% of these review their bill in detail while 30% scan the totals. This backs up the study from InfoPrint Solutions Company and Forrester Research in your article that 74% of consumers value the financial documents they receive in the post, with the same number believing that personalised, relevant advertising messages on them are useful.

These bills are also available online and ads can be easily added, removed or changed to suit the relevant subscriber’s interests and needs. Operators already have this information to hand, so it seems a shame not to use it. It’s just a case of putting it to use to ensure the subscriber only receives relevant information instead of ads that aren’t at all of interest.

Xen Mendelsohn
Product marketing manager
Comverse

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here