Vodafone Netherlands starts B2B ads to the enterprise

Rating: same game, different spin

By Annie Turner

Vodafone Netherlands is introducing a mobile advertising service model as part of the Mobile Plus strategy, but this is advertising with a twist – it’s aimed at enterprises rather than consumers. In particular, with partner I-Wood, it is targeting insurance resellers and pharmacists. According to Vodafone NL, “Mobile users will be offered easy access to free professional content, combined with ads, on their mobile phone.”

Vodafone will provide the two groups with a handset, tariff offer and access to specific information. In return these customers are offered ads and links to relevant content on their mobile phone.

Insurance resellers will receive ads and free content from the Dutch Insurance Network, giving them access to content including financial accounting models. The pharmacists will receive ads and free content from a healthcare publisher. Vodafone Netherlands plans to extend this model to other target groups.

You can hear the squawks of outrage already – people whom we trust for impartial advice being bribed/only taking information from their sponsor – but let’s not kid ourselves, it goes on everywhere already and this approach will be the shape of things to come. It doesn’t mean that the advertisers will buy these target groups, it simply means that life will be easier for the lazy among them.

More on i-wood here.

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