O2 was the first UK network to launch an opt-in service enabling brands to target the right campaigns to the right people, providing consumers with exclusive offers and information that is relevant to them. O2 Media was formed last year with the aim of providing personalised media opportunities for brands.
Since O2 Media’s launch, over 1,000 campaigns companies have been deployed, including Adidas, Cadbury, Blockbuster, Interflora and Mothercare, using O2’s customer data.
Shaun Gregory, managing director of O2 Media, commented: “Through marrying our passion for providing the best possible customer experience with our ability to create pioneering permission-based marketing techniques, we have allowed customers to take full control and create a filter that allows them direct access to the brands they want to hear about. As well as putting the customer in control this also allows for a richer and more meaningful relationship between brands and their consumers.
“The fact that over one million of our customers have chosen O2 More speaks volumes about how permission based marketing can address challenges around privacy. We continue to see more and more brands come on board and develop a great customer experience that is set to include richer formats. It’s about taking mobile advertising to a new level and delivering the ‘wow factor’ for consumers.”