Audience/Marketing Data & Data Enhancement

Skyrise and Virgin Media O2 Business announce a new partnership

Skyrise and Virgin Media O2 Business announce a new partnership to provide data-based insights to advertisers
  • Skyrise and Virgin Media O2 Business have signed a new five-year partnership to provide Skyrise customers with data-based insights.
  • Customers will have access to Skyrise audience design and analytics technology coupled with O2 Motion data, Virgin Media O2 Business’ anonymised and aggregated network data service.
  • The partnership will also include exclusive support to generate customised audiences for Skyrise customers, helping them to make data-driven decisions.

Skyrise, the pioneer in audience design and data technology, has today announced a new five-year partnership with Virgin Media O2 Business to provide anonymised data for generating marketing insights and bespoke audience design. The partnership will allow Skyrise’s clients of agencies and advertisers to deliver more effective media campaigns and strategic decisions based on reliable data.

The new partnership will see Skyrise expand their exclusive audience design technology to include data from O2 Motion, a Virgin Media O2 Business service that uses anonymised and aggregated data from their mobile network to provide movement trends. As mobile devices connect to masts, this creates data footprints that are anonymised, aggregated and expanded to paint a picture of how people are moving around the UK. This insight can be used to help inform customers, from advertisers to media companies, to make more impactful campaigns.

Skyrise aims to empower advertisers and agencies to make budgets go further by delivering critical evidence-based analysis into a brand’s audience. 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.

Speaking about the partnership, Geoff Wappett, Head of Data and AI at Virgin Media O2 Business 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 said:

“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.”

With a five-year exclusive partnership secured, Skyrise is using O2 Motion insights on movement, demography, and mobility patterns to design bespoke audiences and targeting solutions for advertisers without using any personal identifiers.

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