O2 More attracts over 1m customers


Targeted advertising service has seen over one million customers opt-in to it less than a year after its launch

Over one million customers have opted into O2 More, the service from O2 Media enabling brands to target the right campaigns at the appropriate people.

O2 was the first UK network to launch such a service, 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 its launch, over 1,000 successful campaigns have been deployed, including Adidas, Cadbury, Blockbuster, Interflora and Mothercare.

O2 said success stories include a NatWest campaign that targeted its application at iPhone users and received a 26 per cent response rate, while targeting families with teenage children gave Thorpe Park almost a one-in-three download rate for its application.

O2 Media managing director Shaun Gregory said: “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.

“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.”