Telefonica has extended its UK partnership with Exterion Media to analyse the behaviour of O2 customers travelling on the London Underground.
Using an insights tool called Abi (Audience Behavioural Insights), the two companies will use the data to help brands and advertisers gain a better understanding of how to target customers.
The information will be used to deliver relevant messages to customers using the transport system in both the inner and outer zones of London, based on their real time behaviour.
Second time round
This is Telefonica’s latest attempt to expand into the advertising space, after O2 acquired Weve at the beginning of 2015. The advertising and mobile money platform was set up by O2, Vodafone and EE and was originally hailed as a success story. However the two latter networks sold all Weve assets to O2 after first year losses hit £25m.
Speaking to Mobile at the time, digital director David Plum revealed ambitions to drop the mobile payments side of the business and solely focus on the marketing aspect. Telefonica announced a few months later that it would be partnering with Exterion Media to extend its advertising proposition, teaming up to obtain anonymous data from O2 customers.
The collaboration saw the network use its Smart Steps solution process to analyse the ‘big data’ created by the network, with Exterion stepping in to then create targeted advertising on the Underground.
According to Telefonica, the launch of a Smart insights tool such as Abi marks the next step for Smart Steps. Robert Franks, MD of Digital Commerce said: ‘Smart Insights is the perfect application of our award-winning Smart Steps service. We have a unique understanding of the transport sector from this tool, and sharing it means we’re giving Exterion and its customers the best opportunity to get the right content, to the right people, in the right location and at the right time.’