Personalised marketing service has tripled its reach in six months, making it a “must buy” for advertisers, according to O2 Media managing director
O2 Media’s More service has grown by four million customers over the last six months, taking the personalised marketing platform’s total reach to more than six million.
The service matches preferences supplied by users who sign up with data held by O2, such as phone usage and location.
O2 claims that 93 per cent of users signed up to O2 More opened the messages they received within five minutes.
The firm said that O2 More now reaches a larger audience than “traditional” advertising channels, such as the first airing of Big Brother on Channel 5 or two issues of The Sun newspaper.
O2 Media managing director Shaun Gregory (pictured) said: “ Marketers are getting smarter at understanding the capabilities that mobile offers and O2 More is becoming the pivotal channel in the UK for talking to customers on a personal level.
“The biggest challenge for brands is to create a direct conversation with consumers, and drive engagement through relevancy.
“It’s on this premise that O2 More was created, and the fact we’ve broken through six million within two years is further validation that consumer attitudes are changing and there is a willingness to interact and engage. It is now a ‘must buy’ for anyone that’s serious about mobile advertising.”
In August, O2 Media launched another marketing service called O2 Priority Moments, which offers O2 customers location-based discount offers at a range of parter outlets, including Odeon, WHSmith and Zizzi.
The firm said the two services provide different tools, with More creating awareness and Priority Moments encouraging redemption on offers and loyalty.