Weve will no longer deliver mobile ad campaigns as parent O2 shifts focus

Anne Freier

In Mobile Advertising. August 22, 2018

Mobile advertising platform Weve, owned by mobile services company O2, has just decided to drop out of the mobile ad delivery business. Instead, O2 will be focusing on tapping into its customer data for marketing and brand loyalty programmes.

The move means that Weve will no longer accept mobile ad campaign bookings. However, any existing campaigns are being delivered and the company is working closely with its clients to bring these to an end.

“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,” explained Martin Weller, managing director of Weve.

Weve was launched in 2013 as part of a joint venture between O2, EE and Vodafone to rival big ad players such as Facebook and Google in mobile advertising.

“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),” added 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.”

O2 will be focusing on data and insights as well as its mobile services and features.