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Can operators dominate permission-based marketing? Nick Pestell – Head of Agency Sales @nickpestell
Agenda
1 What is O2 Media
2 Think Data not mobile
4 2012
3 What ‘s worked so far?
Our strategy
O2 media vision
O2 company
goal
O2 company vision
O2 media mission
Using data for our customers’ benefit, as individuals Our
differentiator
Helping our Customers Connect
to the people and things that are important to them,
in a way that is simpler, easier, better,
whenever, wherever, and however they want
Twice as many fans as our leading rivals
Helping our customers connect
to their personal passions, interests and needs,
in a way that’s simpler, easier, better, for them to
build/grow mutually beneficial relationships with brands
Build the market leading personalised media business
Million O2 customers
Million O2 More
customers
Million O2 More customers
by the end of the year
2 2,821,618 average circulation (July ABCs)
By reaching six million customers O2 More now has greater
reach than many traditional advertising channels
and two issues of The Sun2 .
1 5.1 million viewers (BARB)
Including the first episode of Channel 5’s Big Brother1
Age, gender, region, handset
O2 Audience segment, ACORN
Preferences (O2 More)
Tariff, payment method
Location
Roaming, countries called, mobile web use,
Matching to client customer base
Segmentations: Drivers, Commuters,
Bespoke audience segmentation,
Advanced modelling –
inferred preference/behaviour
Location call data look-up
Built on reach & targeting
Basic targeting
Advanced targeting
Complex targeting
Utilising Data
Drive sales
through
mobile
websites
Driving to
Social Media
O2 More
6.5 million
customers Driving App
Downloads
Research &
Analysis
Awareness,
and reach
alongside
other media
Distribution
platform for
video content
Footfall driver
via offers,
events &
promotions
Agility of mobile
Mobile works effectively with other media channels such as TV , outdoor and
online. Mobile can be used to launch a brand campaign or as a quick and cost
effective way to increase momentum once a campaign has launched.
Wake up &
breakfast
Morning, on the
journey to
school/work
Rest of the
morning, at work
Lunchtime Afternoon Evening Bed time Journey home
Mobile Is Always On
Amplifies other media
What’s worked so far?
Benefits to customers
79% want
to receive
Offers/messages
weekly or
more often
Once per day
9%
4–6 times per week
9%
2–3 times per week
Once per week
35%
Once per fortnight
8%
Once per Month
9%
Less than once per month – 4%
Location based messaging
60% message recall for ‘You Are Here’ location based
messages
90% message recall for fast food brands
46% on average increased likelihood to visit a store
and was over 50% for retailers
25% purchased after receiving You Are Here alert
83% of participants give You Are Here positive rating
You Are Here
Special Offer
Video MMS generates high recall
77%
23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Yes No
Would you like more of this type of video advertising?
84% recalled the Lynx message
77% who watched the video would like to
receive more of this type of media
Starbucks location based messaging results
14% redeemed the offer
23% said they
would redeem
the offer
Econometric modelling results
• 39,200 customers redeemed the offer
• £110,000 of incremental sales during
the 3 month period
• 93% recall of message.
• 1/3 said increased purchase intent
• 77% positive rating for O2 More
ESPN wanted to communicate to football fans
Solution: O2 iphone customers who have attended a Premiership match identified
through cell sites for each of the premier league football grounds
Building an audience through data
Lynx: A game changing campaign
Innovative use of location based
messaging around Victoria Station to
encourage the target audience to engage
with the experiential outdoor posters
Evolves the role mobile can play within the media mix,
amplifying traditional media channels
82% recall of message
89% associated brand slogan to product
24% purchased the product, 18% intended to
30% engaged either through purchase or via Facebook
High impact on non purchasers with 34% having an increased likelihood to visit a store
and 23% visiting Facebook
Impulse Diaries– Social Media Integration
250k unique engagements
over 3 SMS & MMS O2 More
executions
CTR of 2.9%
And we can make it simple for businesses to participate
– as well as consumers
Today mobile is a costly medium to use ...
– Today it takes advertisers on average 2-4 days to plan & book a
mobile campaign
Operator fragmentation makes this worse
Mobile advertising example
Multiple booking points
Inconsistent formats & pricing models
Different opt-ins & customer policies
No common measurement
Messaging is part of digital, but unique in its own way.
Mobile is the connecting tissue, key to amplifying traditional media
The time to test and learn is now!
‘If you don’t have a mobile strategy, you don’t
have a strategy’
Thank you