Mobile marketing without scattering loss: Over 100 successful mobile advertising campaigns at O2 already

MUNICH. Telefónica O2 Germany has seen great success with its advertising on mobile phones. O2 Advertising Services was founded last year and has already implemented more than 100 successful advertising campaigns. In this way O2 is boosting the upswing in mobile advertising, in parallel to the dmexco marketing fair in Cologne. Satisfied advertising partners confirm the advantages of O2 Advertising Services' unique position: Targeting works!
The 18.7 million O2 mobile phone and DSL customers are a very interesting target group. Whilst classic forms of media generally address their audiences in a non-specific way, O2 Advertising Services enables targeted advertising with no leakage. So the airline Germanwings, for example, was able to see positive results through a region-specific targeted display advertising campaign on the O2 mobile portal. "We have had very good experiences with the online targeting option from O2," says Mirjam Meyerratken, Senior Manager for Direct Marketing at Germanwings GmbH. "The possibility of reaching only customers in specific regions via the mobile opens up new opportunities for addressing precise target groups, particularly in the mobile channel." O2 Advertising Services' broad range of services includes, for example, mobile forms of advertising such as Display Ads on the mobile portal and personalised campaigns. With the help of anonymous settings based on age, gender, residence or mobile type, advertising messages can be precisely targeted in the O2 mobile portal. "The click-through rates for mobile advertising at O2 are far above the industry average because we know our mobile network users exactly and the advertising messages can be accurately tailored to them," explains Wolfgang Wallauer, Head of Advertising Services. Click-through rates have been achieved that are up to ten times higher than with other forms of advertising. Advertising partner Germanwings was able to use this exact form of target group approach very effectively for its campaign objectives. After an already very successful 2010, O2 Advertising Services and its marketing partner EMS Gruner + Jahr now expect to see a further increase in the fourth quarter.
Telefónica O2 Germany GmbH & Co. OHG belongs to Telefónica Europe and is part of the Spanish telecommunication group Telefónica S.A. The Company offers its German private and business customers postpaid and prepaid mobile telecom products as well as innovative mobile data services based on the GPRS and UMTS technologies. In addition, the integrated communications provider also offers DSL fixed network telephony and high-speed internet. Telefónica Europe has about 55 million mobile and fixed network customers in Great Britain, Ireland, the Czech Republic, Slovakia and Germany.

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