Cellcom has launched today a new advertising campaign named “Time Is Money” – ZMoney (in Hebrew the word Time is Zman so ZMoney is the combination of time and money).
“Time Is Money” allow subscribers to accumulate free air time (in this case up to 45 minutes).
As for the old saying “nothing is free” the minutes are awarded after watching ads on the computer and answering 1-2 questions.
Advertisers will pay 0.47$ for a proven ad (user that answers the right question after the ad).
Cellcom expects to generate 4.2 million dollars, half of the investment “buying” air time.
The model is just like virgin’s SugerMama that was launched back in 2006 and is doing quite well.
There are 750,000 users and the CTR is standing on 5%, 10 times more than regular internet CTR ( As Scott Kelliher says on MobiAD).
Cellcom’s CEO, Amos Shapira, said that “Cellular phone advertising will happen in the end and it will be big”.
He could not put it in a better way, the mobile advertising did not “happen” yet, “Time Is Money” is a good example why.
Take the internet advertising as an example, the same advertising model exists on it too, rewarding users for watching ads and answering surveys.
The model is alive and generating some millions of dollars but lets put it that way: This is not internet advertising.
If you make an internet advertisement and reward the user with air time…. how is it a mobile advertisement?!
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