Out There Media: up to 36 per cent response rates on campaigns

Firm proclaims success of opt-in advertising model in Asian markets.

Out There says its latest stats reveal response rates ranging from 17 per cent to 36 per cen in Malaysia, Indonesia and the Philippines over the last six months.

It gave the example of a campaign with Globe Telecom for McCafe Free Iced Drinks that asked consumers their preferred drink out of three choices, with a call-to-action in order to receive the free drink.

It generated an 18 per cent response rate, and of these 89 per cent proceeded with redeeming the free drinks.

Another promotion used SMS vouchers to build awareness in Jakarta around Pantene-Carrefour. The two day campaign generated a response rate of up to  36.4 per cent, and an average of 21.4 per cent.

Fabrizio Caruso, MD of Out There Media in Asia Pacific, said, “Opt-in marketing campaigns empower consumers, and in turn generate better response rates and higher revenues for the advertisers.