Etisalat and Vicom introduce groundbreaking Digital Advertising Service


Etisalat Group has announced today signing of Group Framework Agreement across its 16 operation with UAE based company VICOM, a member of SEED Group, to introduce Ad funded Calls Service as a groundbreaking method for Digital Advertising Medium. Ad Funded Call Service which is also known as YPAY. provide customers with a free call or mobile data in exchange for viewing or listening to an advertisement.

Mr. Khalifa Al Shamsi – Chief Digital Officer at Etisalat Group “Digital Advertising in the MENA has been growing rapidly and substantially. It has increased from 10% in 2011 to reach to 13% from the total ad spend in 2104 with a continuation to grow up to 18% in 2017. This is due mainly to important things, One is that our purchasing habits has been changed to be more digital and Second brands are hungry to have a more interactive relationship with their customers. The only medium that will secure such requirement is Digital Advertising.”

“With that on mind and on the fact that Etisalat is striving to keep its 145 Million customers connected in the most advanced ways possible. We are pleased to introduce yet another way of staying in touch with friends and family – and adding value and benefits along the way. So it’s not only the minutes and mobile data that customers will get for free but also the special offers, discounts and deals that are of interest to them and based within in local area in an extremely targeted, specialized method of advertising. It’s that Simple” Mr. Al Shamsi added.

Mr Hisham AlGurg, CEO of VICOM, said working with Etisalat to bring YPAY to Etisalat footprint is an honor, and that the partnership would provide excellent opportunities not only for consumers but equally for SMEs as well” “YPAY offers SMEs and start-ups an exceptional opportunity to communicate with their targeted customers in a unique and cost effective manner. In addition, it provides an extremely efficient way for businesses to diversify the scope and reach of their advertising campaigns” Mr. Al Gurg added.

Etisalat will offer complete campaign performance metrics, enabling advertisers to monitor results and performance, adjust budgets, pause or delete any campaign, and analyze the usage of the service via an online dedicated portal. Etisalat is aiming to capture at least 20% of its existing customer base of 145 million with the YPAY advertising solution.

For more information on this press release, please contact:

Lena Arkawi – Marketing and PR Director.
Office: +9714-325-2444