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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…
About The Author
Dusan Belic
Dusan has been using smartphones since their introduction and is now following the latest trends in the industry. The "convergence" is what he's most excited about, and writing about it is the next logical thing to do. He thinks that using a smartphone is what everyone who cares about their time should do. In addition to his interests in mobile phones, Dusan also loves to experiment with the latest web and mobile 2.0 services. The idea of accessing and managing your information from any device no matter where you are simply amazes him. Whether it's an online to-do list, note taking service or a video sharing social network, he's there to try it out. He admits though, he's still searching for the ultimate web-based organizational tool, which "sings" perfectly with the mobile PIM application. Dusan used to run SymbianWatch.com which later became part of IntoMobile. He lives in Serbia, South-East Europe, from where he edits the site on a daily basis.
