Data Perks ads supplement the data plans of wireless subscribers when they interact with an ad or perform certain actions, such as downloading an advertiser’s app.
In a Data Perks test pilot in September, advertiser Pepcid AC ran a campaign wherein consumers would receive coupons and credit for their wireless Verizon subscriber data plans in return for providing their email addresses to the advertiser.
“When we began this effort initially, we realized a lot of what we were doing was about taking things from the consumer without giving anything in return, whether that meant time or real estate or data, so we wanted to try to create a deeper level of engagement where there was a value exchange,” Sloe said.
Right now, both the video and lead-gen ads are direct-sold, reserved offerings, because AOL sees them as less of a “scale and audience” play than high-touch or experimental – at least for now.
“Eventually, they’ll be programmatic, but we want to make sure the product is right and works right now,” Sloe said. “With Data Perks, the goal was to do a test around email offers and coupons coupled with a Verizon data plan.”
The launch of Data Perks points to more cross-pollination between the carrier and its digital platforms.
AOL/Verizon first foreshadowed its combined data strategy in the fall amid new FCC online privacy requirements – namely, that ISPs obtain affirmative opt-in consent before using consumers’ personal information.
Because email addresses, which Data Perks harnesses, are considered “nonsensitive” information by the FCC, they are fair game for data activation and sharing based on the traditional, interest-based opt-out process.