O2 UK today launched a new mobile advertising service called O2 More, which claims to match customers with personalised advertising messages. The service – claimed to be the first of its kind – is an opt-in programme for O2 customers that matches preference information they give to O2 with data O2 holds on those customers, such as phone usage and location. The service will launch with 50 brands on board, including Adidas, Cadbury, Interflora and Blockbuster. New products and services are expected to be added to the scheme in the coming months, including localised solutions.

Shaun Gregory, MD of O2 Media (O2 UK’s media arm) commented: “Mobile advertising has been slow to deliver on its promise. Much of that has been down to a lack of understanding, limited opportunities and no real accountability or measurement. O2 More is about to change all that and will spearhead the UK’s first truly personalised media business.” O2 Media has already successfully trialed delivering targeted promotions for brands through its channels. A recent campaign for Blockbuster claimed to deliver a 52 percent response rate from consumers.