Notes from the Mediascape: Telstra launches mobile campaign manager

The Australian telco's new app allows marketers to track campaign performance in real-time.

Australia-based telco Telstra and Israel-based mobile barcode tech co 3GVision have just launched a new app, the Telstra Mobile Advertising Campaign Manager, that allows advertisers to hone in on key campaign metrics using cellphone-scannable QR codes.

The app uses 3GVision’s Enterprise Manager reporting system.
The campaign manager allows marketers to track campaign metrics, including how many people scanned the code, at which times, on what handsets, location, time of day, handset type, media type and consumer segment. ‘This intelligence helps advertisers maximize their promotional spend and equips them to adjust elements like media mix and location mid-campaign if necessary,’ says Ross Fielding, executive director of Telstra Product Management.

Toyota, Smirnoff, Sony, Yellow Pages, Kia and Australian alcoholic beverage company Lion Nathan have all used the campaign manager. The app addresses the issue of intrusive mobile marketing, according to 3GVision’s VP products and marketing Ofer Lev. ‘Mobile barcodes overcome this issue and offer a direct, accountable way of connecting with consumers. It lets customers easily interact with permission-based advertising.’