In what would be the mobile-data equivalent of toll-free calls, Verizon will start testing a “sponsored data” program where a third-party sponsor can pay for the data consumers use to access certain content on their mobile devices. The telecom giant is set to begin piloting the program within the next few days, with a wider rollout planned fro early next year. Previously, Verizon said in July that its Go90 mobile video service would include “ad-sponsored data.”
What Brands Need To Do
Allowing third parties to pay for consumer’s data usage can be a powerful marketing tool for brands. At a time when one in five American consumers report they are “almost constantly” online, it is becoming increasingly important for brands to not only create great content, but also provide easy access to their content. Therefore, brands should consider using sponsored data to encourage consumers to view branded content and download their apps.