O2 Media says its personalised media platform, O2 More has recruited 6m customers, just six months after passing the 2m mark. O2 says that in achieving this figure, the platform now has greater reach than many traditional advertising channels, including the first episode of Channel 5’s Big Brother, and two issues of The Sun. It adds that O2 More is becoming increasingly sophisticated, with advertisers now using rich media and video content to create instant impact on mobile.

“Our growing audience of over 6m reflects the appetite of consumers, alongside the shift to permission-based marketing, says O2 Media managing director, Shaun Gregory. “Marketers are getting smarter at understanding the capabilities that mobile offers and O2 More is becoming the pivotal channel in the UK for talking to customers on a personal level. The biggest challenge for brands is to create a direct conversation with consumers, and drive engagement through relevancy. It’s on this premise that O2 More was created, and the fact we’ve broken through 6m within two years is further validation that consumer attitudes are changing and there is a willingness to interact and engage. It is now a ‘must buy’ for anyone that’s serious about mobile advertising.”

Natasha Spencer-Warren, business director at Unilever Display, Search and Mobile, Mindshare, says that O2 More is leading the way in targeted communications and adds: “O2 Media’s continued ingenuity and intelligence in how they make these offers relevant keeps the channel fresh and profitable – especially now they can also offer video content, which has huge potential.”