Drop off rates from zero-rated platforms is now a thing of the past.

With 96% of internet users accessing the web via mobile, and the digitization of almost every sphere of life, it’s only natural that the demand for data has escalated. While data prices have fallen, they have not yet reached a level where all consumers benefit. The question advertisers have been asking is how to reach consumers who have limited access to data. Previously their audience was only reached via Push Messaging or display banners. But when the audience was reached through display banners, they dropped off sharply when clicking via the content to the Advertiser’s landing page URL. This is because as VodaMedia, we were able to zero-rate the banner in our in-house ad-server, but not the Advertiser’s website/landing page. This will no longer be the case.

Now, we are delighted to announce VodaMedia’s Zero-Rated Google Ad partnership.  All of Vodacom’s media industry alliances are created specifically to add value to the end user. Anything that adds value to the end-user will certainly add value to the advertiser. And VodaMedia’s Zero-Rated Google Ad partnership is no exception.

In a world first, VodaMedis has introduced zero-rating on Advertiser links attached to display advertising banners on its channels. The destination URL is also zero-rated for the first click on the banner, giving the user a free view of any landing page. This immediately opens an abundance of advertising opportunities for companies to reach a completely new audience who don’t have unlimited data. The possibilities are endless as, with a little creativity, an advertiser could complete the entirety of a consumer journey without the target market using any bit (pun intended) of their own data.

As the zero-rated solution works for display ad formats, this audience now can be engaged via both display and video. This not only closes the gap between advertisers and their audience, but also creates an enhanced user experience. A distinct benefit for both end-users and advertisers.   

As with any other innovative technology, Zero-rated ads must be rolled out in a measured, and measurable, manner. In a test run, the stats showed a significant rise in the CTR from the industry standard of 0.67% to 1.13%. That is a 68.11% increase. A great result in this exciting world-first for advertisers and audiences, thanks to VodaMedia and Google who together are bringing advertisers the opportunity to grow the ever-evolving digital industry.

The VodaMedia and Google initiative is the stuff of dreams and took a determined collaboration between each organisations’ innovation teams to bring it to fruition.

Take advantage of zero-rated Google links in your display banners and advertise your business to a wider audience by contacting vodamedia@vodacom.co.za today