All these challenges force advertisers to rethink their advertising monetization strategies, and to adopt an innovative strategy focused on the consumer: technology that reaches users and rewards them for their commitment or loyalty. It is a model in which everyone wins: The user wins as they get free internet connectivity, the advertiser wins as they get closer to the customer in an original and non-intrusive way, and Telefónica wins by obtaining an alternative way of monetizing data consumption, in addition to offering an alternative Internet access for its customers.
Sponsoreddata2 A clear example is Brazil, a key market for our company, where practically 50% of the population has a Smartphone mobile number list a number that is growing at a dizzying speed with the birth and growth of a "middle class but only of these devices are associated with a mobile data rate, and a third of these consume all of their data rates before the end of the month.
And this is how the Telefónica Global Advertising team responded to this demand with sponsored data. With them, the advertiser is offered the possibility of paying for the data on behalf of the consumer, thus improving the client-brand relationship, fostering closeness between them and providing advertisers with the possibility of offering their clients connectivity at no cost. In return, the advertiser may expect the consumer to watch a video or respond to a survey, for example.