O2 Media’ s personalised marketing platform, O2 More, has tripled its customer base from two million to six million people in just six months. The company said this means it has overtaken the reach of many traditional advertising channels by exceeding two issues of the Sun, for example.
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, O2 claimed.
Mobile marketing achieve two different aims: it drives consideration and awareness, and provides a platform for redemption and loyalty. The rise of smartphones is enabling more sophisticated forms of advertising using rich media and video content to create an instant impact on a mobile device.
The announcement comes just weeks after the launch of O2’s exclusive location-based offers service, Priority Moments, which enables O2 customers to choose from a selection of deals and offers from leading brands, such as Odeon Cinemas, Harvey Nichols, WH Smith and Zizzi.
O2 Media MD Shaun Gregory (pictured) 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.’