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O2 More passes 10 million customer milestone
London. O2 Media today announces that its personalised media platform, O2 More, has passed 10 million customers. By reaching a landmark 10 million, the O2 More platform now accounts for almost half of O2’s total customer base and is able to offer a similar reach as the average weekly viewing figures of Britain’s Got Talent on ITV1*.
O2 More is a permission-based advertising service that uses aggregated customer data to deliver targeted rich media messaging and offers from brands that want to engage a consumer’s attention, drive consideration, awareness and ultimately purchase intent. It can be the centre point of a media plan or be used tactically to give a targeted boost to other media campaigns. The service only sends a single message a day and has worked for a variety of brands including House of Fraser, Bulmers Cider and the Co-operative Group. The service was launched in November 2009 and surpassed six million customers in November 2011.
Claire Valoti, managing director at O2 Media, said: ‘We saw from the recent IAB Mobile Adspend Study that the industry is growing at incredibly fast rate and our sector in particular grew a huge 241% last year. We know the appetite is there from agencies and clients for engaging with consumers directly on their mobile devices. We have been working hard to grow our audience, ensure that our data is the best in the industry and develop and evolve our redemption and measurement.’
Valoti continued ‘O2 More has evolved from a straight messaging service to a rich media service that now includes location-based work and often is delivered in tandem with other O2 services such as O2 Wifi and Priority Moments from O2. It makes our identity and proposition almost unique in the market today.’
O2 Media believe the growth is attributable to a number of market drivers. Firstly, the growth of the smartphone market and what consumers want to do on their devices is changing at a rapid rate. Customers are learning fast: that a rich media platform combined with location, preferences and unique offers mean that they can really benefit from everyday offers or information that help their daily life. This is coupled with an increasingly positive attitude to services such as O2 More and O2 Priority Moments and an increasing acknowledgement from brands and agencies that mobile can form an important part of the marketing mix.
*BARB figures for April 16-22 2012