O2 today entered the UK mobile advertising market with a new service allowing brands to target the operator’s mobile customer base.
The new service on O2 Active will enable brands to deliver both display advertising and advertising-funded content models to specific audiences.
For the first time in the mobile industry, advertisers can be provided with the tools to measure how effective their campaigns are and which audiences react well to their adverts.
Advertiser’s microsites will be zero rated so that customers who click through will not incur any data charges while they are browsing on these sites.
The O2 mobile advertising service was successful trialled with 500,000 O2 customers during 2007.
Trialists were presented with various forms of adverts from 30 different advertising campaigns on O2 Active, the UK’s largest mobile portal, including banner ads, advertising-funded games and video from brands such as Honda, Nivea and Yell.
Sally Cowdry, O2 marketing director said: ‘Mobile advertising is the advertiser’s holy grail, combining a high resolution screen in every pocket with a customer database which has the power to deliver messages to exactly the people you want.
‘This new service will provide a boost to the market while at the same time ensuring advertising is relevant and non intrusive for our customers.’