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Tesco the leading UK grocer has, like some of its peers around the world, launched an MVNO with O2. To supplement their revenues they have trialled placing ads on their WAP portal. They are very pleased with the returns on the trial :

Since May 2007, they have announced a strong month on month growth including 300,000 extra unique visitors in December.

Brands that have advertised on the portal included Bee Movie, ITV, Nivea and Teletext. The ads were delivered and sold by 4th Screen Advertising and have apparently seen a click through rate of between 3% and 7%.

Other interesting facts released by a survey commissioned by Tesco:

* 60% of portal users are female,

* average age is 36

* 60% say they visit it at least once a month,and

* 69% say they would click on a relevant ad.

Ashley Schofield, head of customer management at Tesco Mobile, said in a statement: “Our customers are showing a real appetite for more products and services through the mobile internet. Delivering more great experiences and value through our portal is a priority for this year.”

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