Virgin Media O2 (VMO2) has launched a five-year partnership with Skyrise to provide the telecoms giant with anonymised data for generating marketing insights and bespoke audience design.

As a result, the partnership will offer Skyrise clients more effective media campaigns and strategic decisions based on reliable data.

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According to the audience design and data technology company, the insights will be a crucial tool for marketers as it analyses hundreds of thousands of scenarios for campaigns, including where and when adverts will be seen.

The partnership will also Skyrise to expand its exclusive audience design technology to include data from O2 Motion.

VMO2 Head of AI and Data, Geoff Wappett, said: “In an increasingly data-driven world, it’s crucial to have access to reliable information for informed decision making. We’re excited to announce our new partnership with Skyrise, helping their clients to benefit from fully anonymised data on movement trends across the UK.

‘This information comes from Virgin Media O2 Business’ O2 Motion service, using anonymised and aggregated data from the mobile network to paint a picture of how people move around the country. In addition to these insights, Skyrise will have access to exclusive support to generate bespoke audiences to further help their clients to make data-driven decisions.”

Skyrise Co-Founder, Ian Vint, added: “Our partnership with Virgin Media O2 Business solves this by giving brands access to the best data on which to make investment decisions.

“It represents a huge improvement in how brands and agencies can plan and buy media. Using the power of anonymised and aggregated O2 Motion data through Skyrise brands can see their audiences like never before, and make better media investment.”