The partnership will allow O2 to extend its capabilities and offer further unique and engaging products and services within the fast growing mobile advertising space. In addition to the services O2 media currently provides, from now on it will be able to offer a range of products from building mobile sites to developing mobile applications. The move reflects a growing shift in the advertising industry from traditional, one dimensional media to more personalised, truly accountable and multi-faceted opportunities.
O2 Media was formed last year with the aim of providing personalised media opportunities for brands. Since its launch, over 1,000 successful campaigns companies have been deployed, including Adidas, Cadbury, Blockbuster and Interflora, using O2’s unique customer data.
Success stories include a NatWest campaign that targeted its app at iPhone owners which received a 26% response rate, while targeting families with teenage children gave Thorpe Park a near one-in-three download rate for its app. The company has since expanded into new areas, like Top Up Surprises and Priority, to offer brands unique and innovative solutions that stand out from the traditional clutter.
Shaun Gregory, managing director at O2 Media, said: “Brands are beginning to see the full potential of mobile, but it is a complex ecosystem with a multitude of emerging players. What makes us different at O2 is that we are developing the full end-to-end range of opportunities. This is an intelligent strategy that delivers the right solutions to unite customers and brands by putting equal importance on customer experience and campaign impact.
“Because we know our 22 million customers, we are in a unique position to deliver better, more engaging and thus more effective campaigns. Mobile is developing so fast that brands and agencies are seeking a guiding hand through that challenge. At O2 we see our role in that space as pivotal.”