roadshow europe o2 - simon voysey
TRANSCRIPT
O2 Media
Simon Voysey
Creative Solutions
Campaigns in 2011
The Power of data
Segments
O2 Media uses data to deliver targeted messages though key
segments of Demographics, Behaviour and Location.
Who
What
Where
Who?
=
Demographics
ABC1’s
35yrs +
16-24 yrs
Families
ABC1's
18yrs+
16-34 yrs
18-30 yrs
Smart
Phones
Non Smart
Phones
iPhone &
Android iPhone
Over 50 yrs
25-44 yrs
What
=
Behavioural
Drivers
Globe Trotters Social
Influencers
Music
Fans
Gamblers
Sports
Fans Technology
SMB
Segment Sociables
Mums
Shoppers
Zone 1
Entertainment
Coming
in
Q1
Coming
in
Dec, ‘11
Where =
Proximity
You are Here - Right place, right time
Commuters
Local
Supermarkets Boots &
Superdrug
High St.
Shoppers
Supermarkets
Impulse Buys
Entertainment
Linking up the media schedule
Breakfast Commute Morning Lunchtime Afternoon Evening Bed time Journey home
Mobile Is Always On
Amplifies other media
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
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
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%
visiting Facebook Total base 1,654
Non purchase base 696
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
ESPN App launch
9% CTR
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
during first 2 games this season,
We then removed residents from this this
to ensure we were only targeting football
fans at the games
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
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
A wallet full of useful everyday products & services Wallet enables search, price comparison, easy purchase and offers from over 140 top retailers
It will also enable money transfers to friends, contactless payments & access to card Questions
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