Telefónica will offer data for free to customers who engage with advertisers

A new Telefnica project, which controls Vivo in Brazil, could end the problems of those who exceed the limit of the monthly data plan. Operator customers will be able to earn extra data when watching video advertising or responding to advertiser surveys.

“An interesting exchange, where we can tell a customer: get involved with this brand and you can get free or subsidized data,” explained the company’s global director, Daniel Rosen, Marketing Magazine.

It is not yet clear what this “involvement” will be, nor whether brands should pay more for different engagement mechanisms. For example, an advertiser may pay an additional 1 GB of 4G data to a consumer who spends 15 minutes on a survey, but less for those who watch a short video.

The idea is to offer this type of access in emerging markets, where the consumer usually pays a larger amount to access the data. The company should start testing the method soon, but there is still no information on where it will be available.

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