O2 UK's opt-in advertising platform, O2 More, has tripled its user base to six million users in six months, claims the company.
Shaun Gregory, the managing director of O2's Media unit, which includes the More service, told Media Week that reaching this level of adoption is a landmark in mobile, "there is nothing with this scale that is based around personalisation."
Gregory claims that More has achieved this growth by offering advertisers more ways to reach consumers, with location-based ads, click-to-call ads and video messages. The company said the More service is now capable of reaching a larger audience than traditional advertising methods, such as tabloid newspapers or TV reality programmes.
"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," said Gregory.
The level of success, said O2, was indicated by the 93 per cent of people opening opt-in messages within five minutes and the addition of location-based targeting. O2 said that its More service is becoming one of the most valuable mobile platforms available to marketers today.
But with Vodafone, Everything Everywhere and O2 UK agreeing to jointly develop a common mobile advertising platform, it remains unclear how O2's More service might survive in its current format.
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