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O2 More Represents Key Milestone in Mobile Advertising Growth
O2 Media today announces the launch of O2 More, a first-of-its-kind scheme in the mobile industry, which will unleash the true potential of mobile advertising for brands. O2 More takes mobile advertising beyond the banner, delivering highly personalized campaigns for advertisers and giving O2 customers access to a wide range of exclusive and relevant offers from over 50 leading brands at launch.
O2 More is an opt-in programme for O2 customers which matches preference information they give to O2 with data O2 holds on those customers, such as phone usage, location etc. For instance, if a customer says that they are interested in sports and O2 knows they roamed in Switzerland over the winter, a deal on a skiing holiday could be offered to that customer through O2 More.
No other marketing channel can match O2 More for the ability to target brand communications on such an individual basis. At launch, offers will include discounts from high street retailers and restaurants, special holiday offers and trials of new services or information about forthcoming launches. Over 50 brands have already signed up to the scheme, including Adidas, Cadbury, Interflora and Blockbuster. In the coming months, O2 More will continue to evolve with new products and services launching which allow advertisers to reach consumers in an efficient and relevant way. Localised solutions are included in the plans.
Shaun Gregory, Managing Director of O2 Media, said: ‘Mobile advertising has been slow to deliver on its promise. Much of that has been down to a lack of understanding, limited opportunities and no real accountability or measurement. O2 More is about to change all that and will spearhead the UK’s first truly personalised media business.’
‘At O2 we understand the value of personalisation and putting the customer at the heart of everything we do. We have researched the market extensively* and designed a permission-based marketing opportunity that delivers true engagement and relevance. Because customers opt in we can deliver truly relevant content that provides an experience and a richer opportunity for marketers. With 50 brands on board already, it’s clear that the advertising market is as excited about O2 More as we are.’
David Fieldhouse, Mobile Manager at MediaCom, commented, “The O2 More programme represents a fantastic opportunity for our clients to provide relevant, personal and anticipated messages to the O2 customer base. Previous campaigns run by Mediacom show that personalised messaging delivers strong results for clients. The ability to reach huge numbers of opted-in consumers, combined with granular levels of targeting represents an exciting step forward for the mobile industry.’
O2 has a strong history of developing successful permission-based marketing schemes for its customers with Priority and Top up Surprises. O2 Media has already successful trialed delivering targeted promotions for brands through its channels. A campaign for Blockbuster on Top up Surprises delivered a 52% response rate. A range of other trial campaigns have been equally successful and allowed O2 to lay some solid foundations as to what works best in mobile marketing.
O2 customers can sign up to the service and register their preferences at www.o2.co.uk/o2more from December 3 and will receive up to one message per day based on these preferences.
In order to better meet the needs of London-based advertisers, O2 Media is also today announcing the opening of a central London experience for advertisers. The new location will give potential customers the opportunity to understand first-hand the benefits of O2’s personalised media approach. A rapidly expanding team will be based permanently at the offices, which demonstrates clearly the commitment from O2 to continue to lead in this new and exciting space.
*O2 Media Forum Quarterly Benchmarking Study conducted by Trajectory