The operator will submit anonymised, aggregated data reflecting how people move around the UK
As operators strive to find new revenue streams, Virgin Media O2 Business has teamed up with Skyrise. The operator will provide anonymised data for generating marketing insights and “bespoke audience design” using Skyrise’s advertising tech. The two have signed a five-year, exclusive partnership with the aim of delivering more effective media campaigns for advertisers and agencies.
Alternative fibre network provider CityFibre is also a Skyrise customer.
The agreement will include data from O2 Motion, a Virgin Media O2 Business service that uses anonymised and aggregated data from its mobile network which identifies movement trends = how people move around the UK. According to the press release, this “insight and analysis will be important for marketers as it analyses hundreds of thousands of scenarios for campaigns, of where and when adverts will be seen, and finds the optimal combinations of media channels.”
Big win for advertisers?
Skyrise’s Co-Founder Ian Vint commented, “Adding Virgin Media O2 Business to the Skyrise stable of data partners is a landmark moment for our business. We are committed to empowering agencies and advertisers with the best data and insights to make better media decisions. Unfortunately, most data available to marketers is not of a high enough standard. It’s not clean enough, not comprehensive enough and most importantly not meaningful enough.
“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.”
Skyrise has headquarters in Manchester (pictured above) and operates in the UK and across Europe.