O2 UK sets sights on mobile advertising

Following the successful trial with 500,000 O2 customers during 2007, the Telefonica owned mobile operator decided it’s about time to enter the mobile advertising space. The company plans to grow the UK mobile advertising market with a new service which will allow brands to take advantage of the opportunities presented by mobile advertising, and bring relevant, targeted and informative advertising to its customers.

The O2 Active mobile portal is the place where all the action will be happening and the carrier will enable brands to deliver both display advertising and ad-supported content models to specific audiences, all while providing them with the tools to measure how effective their campaigns are and which audiences react well to their adverts. Advertiser’s micro-sites will be zero rated so that customers who click through will not incur any data charges while they are browsing on these sites.

In addition, O2 will provide brands with more targeting possibilities than on any other traditional advertising platform, with its own service boasting opportunities to carry out behavioural, demographic, geographic, and channel-based targeting. The mobile advertising agency 4th Screen will be in charge of sales…