Masso Group

O2 has launched a mobile advertising service allowing brands to launch targeted campaigns comprising banners, ad-funded video and games. The mobile network operator has appointed 4thScreen to sell inventory on the service, which has already been trialled by brands including Honda, Nivea and Yell. O2 plans to offer advertisers behavioural, demographic and geographic targeting opportunities as well a channel-based sponsorship of its O2 Active portal.

Advertisers will also be able to take advantage of analytical tools allowing them to measure the effectiveness of their campaigns and which audiences are reacting to their commercial messages.

Under the initiative, consumers will be able to visit branded mobile websites free of charge, meaning they will not incur data charges for interacting with ad campaigns.

'Mobile advertising is the holy grail, combining a high resolution screen in every pocket with a customer database which has the power to deliver messages to exactly the people you want,' said Sally Cowdry, marketing director of O2 UK. 'This new service will provide a boost to the market while at the same time ensuring advertising is relevant and non intrusive for our customers.'

The launch of the initiative follows a trial that took place last year, which showed that 16 million page impressions were generated on the O2 Active portal, generating a 6% click through rate on ads.

 

(Source: Media)