O2 More, the UK operator's mobile advertising platform, has attracted two million of its customers to sign up to its opt-in service. The company only launched O2 More 16 months ago and says that it has doubled its customer base in the last six months.
This growth in O2 More users has also been supported by O2 Media signing up over 1,000 brands that are interested in delivering targeted advertising via the service.
The brands include Marks & Spencer, Adidas, Sainsbury's, Tesco, Ocado, House of Fraser, French Connection, The Economist, Kit Kat, Guinness and Honda. O2 claims that these companies can match their marketing campaigns according to the data provided by O2 More users, such as phone usage and location.
O2 reports that a marketing promotion by Starbucks, using a combination of rich media and real-time location, produced a response rate of 34 per cent, while a campaign for the Hong Kong Tourism Board resulted in over 9 per cent of targeted O2 More customers downloading an app that provided a 720-degree view of Hong Kong.
"O2 More was created to give our customers what they really want. Breaking through two million customers shows that we're delivering on that promise," Shaun Gregory, managing director of O2 Media, told Mobile Today. "What's more, we're delivering new highly-targeted, relevant and effective forms of communication for brands."
O2 UK: 1M opt-in to mobile ads
Ericsson looks to attract operators with new mobile ad platform
Leading ad agencies agree on common mobile apps platform
ComScore, GSMA urge adoption of mobile ad tagging