O2 Media uses customer data to target messaging through key customer segments defined by demographics, behavior, and location. They can deliver targeted messages to segments like 16-24 year olds, families, sports fans, or shoppers based on behaviors. Location data also allows messages to be sent to customers when they are in specific proximity like at supermarkets, entertainment venues, or on their commute. Case studies demonstrate how campaigns have used these targeting capabilities, such as promoting a film to customers in supermarkets or an app launch to football fans visiting stadiums. Partnerships also help mobilize web content and track app usage.

1. O2 Media
Simon Voysey
Creative Solutions

4. Campaigns in 2011

5. The Power of data

6. Segments
O2 Media uses data to deliver targeted messages though key
segments of Demographics, Behaviour and Location.

7. Who
What
Where

8. Who?
=
Demographics

9. 16-24 yrs 25-44 yrs ABC1's iPhone &
iPhone
18yrs+ Android
16-34 yrs Over 50 yrs
ABC1’s Smart Non Smart
35yrs + Phones Phones
18-30 yrs Families

10. What
=
Behavioural

11. Coming
in
Dec, ‘11
Sports
Drivers Shoppers Technology Entertainment
Fans
Globe Trotters Social
Mums
Influencers Gamblers
Coming
in
Q1
Music SMB
Sociables Zone 1
Fans Segment

12. Where
=
Proximity

13. You are Here - Right place, right time

14. Commuters High St. Impulse Buys
Shoppers
Supermarkets Entertainment
Local Boots &
Supermarkets Superdrug

15. Linking up the media schedule
Breakfast Commute Morning Lunchtime Afternoon Journey home Evening Bed time
Mobile Is Always On
Amplifies other media

16. Stella Summer Film Promo – outdoor
amplification
• We geo-fenced 1000
supermarkets throughout UK
• We delivered the pack-shot
and summer film promo offer
to O2 More (18+) customers
whilst in the buying mindset
and at the point of purchase

17. Lynx Excite – Innovative use of location
targeting
•Targeting: Males 16 - 24
•Location:
Superdrug and Tesco
5 A-side leagues
University & college campus
Victoria Station
You Are
Here
110k Unique messages
delivered
Over 2% CTR to Facebook

18. Lynx Research Findings
• 82% recall of message
• 89% associated brand slogan to
product
• Open ended question Lynx was
the most regularly purchase
deodorant amongst men 16 – 24
• 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%
Total base 1,654
visiting Facebook Non purchase base 696

19. Landrover – targeting by environment
Landrover have
developed bespoke
creative and copy that is
relevant to each
environment
Messages and creative
are time targeted to
games, events, high
footfall periods of the day
for maximum impact

20. ESPN App launch Over 100k football fans with an iPhone engaged
Click thru rate of over 9% to App download
Objective
Engage passionate football fans to drive
ESPN goals app downloads on iPhone
Targeting
O2 customers who are iPhone customers
who have attended a Premiership match
this year or have told us that Football is
one of their interests. We identified cell
sites for each of the premier league
football grounds and then searched for
opted in customers who visited these sites 9%
during first 2 games this season,
CTR
We then removed residents from this this
to ensure we were only targeting football
fans at the games

21. Jobsite - partnership
• Creation of a new recruitment
section on O2 Active
• Exclusive content
• Job search app with automated
messaging alerts for O2 Customers
• Messaging – bespoke audience
• Enterprise and SMB p’ship

22. Summary
• Our segments simplify the buying process
• We can also create bespoke audience segments
for brands and still deliver scale
• O2 Media can help plan campaigns for brands
which amplify the ATL and prove how these
channels work together

23. A wallet full of useful everyday products &
services
Wallet enables search, price comparison, easy purchase and offers from over 140 top retailers
Questions
It will also enable money transfers to friends, contactless payments & access to card

24. Partnerships
Golden Gekko
• Mobilise your web presence
Aurasma
• Content creation
Ad-x
• App usage tracking
• Media owner relationships to assist planning teams
we can mobilise your web presence and
deliver it to an engaged audience