12/2/2009 10:06:00 AM
O2 makes mobile advertising foray
O2 has made a bid for the mobile advertising market with the launch of an opt-in service called O2 More.
The network’s customers will be able to subscribe to the service via an online form and will then be sent targeted advertising offers. They will also be able to opt out.
Over 50 brands have signed up to the scheme, including Adidas, Cadbury, Interflora and Blockbuster. O2 More plans to continue adding new products and services over the coming months.
The service will match the preference information that customers give to O2 with data it holds on them already, such as phone usage and location.
For example, if a customer says they are interested in sports and O2 knows they roamed in Switzerland over the winter, a deal on a skiing holiday may be offered.
Shaun Gregory, O2’s Media MD and former chief of Blyk, the now disbanded ad-funded network, told Mobile: ‘It’s fair to say that 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.’
Gregory views the new service as a ‘radical change’ from other mobile advertising models, and added that it would be successful because customers had told O2 they would be willing to opt in to such a service.
O2 is not the first network to take mobile advertising in-house. Orange recently launched a tariff called Monkey, which allowed customers to stream music for free in exchange for targeted adverts. Orange launched the scheme after buying the technology from Gregory’s former company, Blyk.
Gregory said: ‘As long as you respect customers and it’s a good experience, it will be great. What I’m obsessing about is building a great end-to-end customer experience.’