O2 More offers targetted mobile advertising

Mobile Marketing: Thurs 3rd December 2009

UK phone operator, O2 has launched a mobile advertising channel called O2 More. The aim is to take mobile marketing beyond simple banner advertising, but offer their customers personalised marketing based on their preferences. It runs as an opt-in service, with users signing up and managing their preferences at www.o2.co.uk/o2more.

The key to the programme is that it will use data such as phone usage and location information to deliver highly personalised offers. It is effectively a form of behavioural targeting.

From news reports it would seem that O2 are keeping their cards close to their chest in terms of the number of subscribers and incentives offered for the scheme. So far 50 brands, including Adidas, Cadbury, Interflora and Blockbuster have signed up to advertise.

Further Link
O2 More