Meo advertising gains reward

By Julian Clover | February 18, 2009 | 08:40 UK

dvd-meoPortugal Telecomís decision to focus its marketing on the Meo IPTV and satellite service has been rewarded with the pace of growth in the fourth quarter surpassing that seen earlier in the year.

Meo passed the 300,000-subscriber mark on December 18, going on to reach 312,000 at the end of the month, and adding 110,000 subscribers on the quarter. Video on demand has proven to be a key asset with 45% of Meoís IPTV customers having paid to use the service, watching an average of 2.8 movies per month. The satellite service was launched in the fourth quarter of 2007 and its satellite sister service the following April.

The Christmas VOD advertising campaign increased the number of December rentals by 35% when compared to the previous month and the number of paid users by 5 percentage points. The VOD offer was enhanced by the addition of exclusive musical content, featuring jazz, soul, classics and opera. The popular Portuguese singer David Fonseca also featured.

Meoís marketing campaigns have continued to have a high recall among consumers, by the end f December spontaneous recall was at 50%, well ahead of other brands in the sector.

Significantly, Meo spent Ä31 million on the quarter on the improvement and delivery of customer equipment.