O2 More breaks six million customer mark

O2 Media today announces that its personalised media platform, O2 More has reached six million customers just six months after passing the two million mark. By reaching six million customers O2 More now has greater reach than many traditional advertising channels including the first episode of Channel 5’s Big Brother1 and two issues of The Sun2.

With 93% of people opening messages within five minutes and the addition of location-based targeting, O2 More is becoming one of the market leading and most effective mobile marketing platforms available to marketers today. Consumer attitudes are changing, and services like O2 More and O2 Priority Moments are helping to drive that shift. They achieve different aims for Marketers, one driving consideration and awareness, the other redemption and loyalty. Importantly, they work hand in hand alongside other forms of media to compliment and amplify existing campaigns. As these services evolve as well as reaching landmark customer numbers, O2 More is becoming increasingly sophisticated with advertisers now using rich media and video content to create an instant impact on a mobile device.

Shaun Gregory, managing director at O2 Media said: ‘O2 More continues to lead the market and our growing audience of over six million reflects the appetite of consumers, alongside the shift to ‘permission based marketing’. Marketers are getting smarter at understanding the capabilities that mobile offers and O2 More is becoming the pivotal channel in the UK for talking to customers on a personal level. The biggest challenge for brands is to create a direct conversation with consumers, and drive engagement through relevancy. It’s on this premise that O2 More was created, and the fact we’ve broken through six million within two years is further validation that consumer attitudes are changing and there is a willingness to interact and engage. It is now a ‘must buy’ for anyone that’s serious about mobile advertising.’

Natasha Spencer-Warren, business director at Unilever Display, Search and Mobile, Mindshare said: O2 More is leading the way in targeted communications and O2 Media’s continued ingenuity and intelligence in how they make these offers relevant keeps the channel fresh and profitable ‘ especially now they can also offer video content, which has huge potential. ‘
O2 More matches the preference information given by customers with data O2 holds on those customers, such as phone usage and location, to deliver highly personalised and targeted advertising campaigns for clients and agencies.

The news follows the August launch of O2’s Priority Moments, an exclusive location-based offers service allowing O2 customers to actively pick and choose from a host of unique deals and enhanced offers from an ever-growing list of leading brands, such as ODEON, Harvey Nichols, WHSmith and Zizzi.

Shaun Gregory, managing director at O2 Media said, ‘O2 More and O2 Priority Moments are showing what can be possible in terms of a rich, interactive media service that consumers actually want to engage in and use. This is really only the beginning of a journey. O2 Media, is part of a wider business evolution in terms of how businesses such as O2, are shifting and changing their business to ensure a platform that creates and delivers rich media and video content, that ultimately drives awareness and purchase intent for the consumer.’

1 5.1 million viewers (BARB)
2 2,821,618 average circulation (July ABCs)