7/11/2012 11:24:30 AM
O2 bringing video ads to its Olympic visitors
O2 is bringing context-specific advertising to the London 2012 Olympics, with visitors to sporting venues during this summer’s Games receiving video messages on their phones.
The operator announced at last week's Telefónica Digital Conference in London that it had signed a deal with watch manufacturer Omega, an official Olympic sponsor. When customers visit any of the stadia hosting the events, they will be sent a video message via text. When opened, it plays the Omega Olympics advert, which is soundtracked by The Rolling Stones’ Start Me Up. O2 Media head of planning Charlie Hunter-Schyff said: ‘Due to media fragmentation, it’s harder to generate awareness and communicate with customers.’
Hunter-Schyff also showcased adverts for The Amazing Spider-Man movie and the SSX video game. He said the adverts were embedded in the message, so customers did not have to draw on their 3G allowance to watch them outside of a Wi-Fi zone.
Editor: Graeme Neill