Weve shifts focus away from mobile ads to data and consumer insights

Tyrone Stewart

WeveWeve will no longer be delivering mobile advertising for O2, instead shifting its focus to concentrate on consumer insights services.

The mobile marketing proposition – originally as a joint venture between O2, EE, and Vodafone – was acquired by O2 in 2015. It launched with a mobile marketing and wallet platform, combining a customer database of around 20m customers.  

Now, Weve has stopped taking new bookings for mobile advertising campaigns, as O2 looks to increase its focus on its data and insights tools, services, and capabilities.

“Weve has been an incredibly successful part of the O2 business, while winning widespread industry recognition, including multiple awards in 2017 alone and in the same year ranked third highest media owner and most improved by the IPA (Institute of Practitioners in Advertising),” said Martin Weller, managing director at Weve. “While Weve is, for now, stepping back from delivering mobile advertising, our customers and partners will continue to receive the highest levels of service and delivery for existing campaigns, while we explore and transition to a new business model.”