Engage Hub sells smart media solution to Telefónica Germany

Natalie Bannerman
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Telefónica Germany to use Engage Hub’s Synapse Technology to power its O2 More Local smart media service

Mark Sawyer 160x186Telefónica Germany has selected a customer engagement platform from UK-based Engage Hub to offer services such as O2 More Local, its B2B smart media service.

It will use Engage Hub’s Synapse Technology, which operates by delivering real-time, contextually relevant advertising services on behalf of brands and agencies, via mobile messaging.

The Telefónica service, O2 More Local, allows brands and agencies to target O2 subscribers through mobile messaging, based on data such as age gender or location. According to the company, subscribers’ data is protected and not forwarded to partners, and customers can unsubscribe from services at any time.

John Craig, manager of products, campaigns and marketing at Telefónica Germany Smart Media, said: “Brands and advertisers re-book our advertising services, because they can successfully reach their target group. SMS, and increasingly MMS with animations and videos, have proven highly effective channels, leveraging both our subscribers demographic and location data. Location is fundamental to our offering and requires care to obtain this permission, and then ensure subscribers understand when and why we use their location. We keep them in control of their participation in our service, and allow opt-out at any time.”

Engage Hub enables the delivery of content rich mobile-centric campaigns that target subscribers through channels they are comfortable with. In addition the introduction of its weather targeting solution combines past, present and future weather forecasts, with the demographic and location data to ensure campaigns are targeted as possible.

Telefónica Germany says it creates campaign performance reports, helping agencies and brands improve their communications initiatives and drive better results. SMS and MMS messages have high open rates, with a large percentage of them being opened a few minutes after receipt, critical in the effectiveness of location based marketing, says the company.

Mark Sawyer, ‎vice president of strategic sales at Engage Hub, commented: “Customers want to be addressed on a personal level, and targeted customer engagement reassures O2 More Local subscribers in Germany that their data is being used in the right way, and contributes positively to the overall opted-in customer experience.”