02 pushes targeted mobile ads

UK carrier O2 is pushing further into the mobile advertising market with the launch of O2 More.
Described as an industry first, O2 More delivers personalized campaigns for advertisers and gives O2 customers access to and targeted offers from 50 brands at launch.
The opt-in program matches preference information customers give to O2 with data O2 holds on those customers, such as phone usage or location. O2 customers can sign up to the service and register their preferences at www.o2.co.uk/o2more from December 3. Once signed they will receive up to one message per day based on these preferences.
“Mobile advertising has been slow to deliver on its promise. Much of that has been down to a lack of understanding, limited opportunities and no real accountability or measurement. O2 More is about to change all that and will spearhead the UK’s first truly personalized media business,” said O2 Media MD Shaun Gregory.
Brands that are part of the program at launch include Adidas, Cadbury, Interflora and Blockbuster.