Content is a notoriously loose marketing term, and measurement of effectiveness has traditionally been weaker than for other channels. However, O2 Guru TV content aimed to deliver, not just in views, but commercial value. By integrating content into core customer journeys, producing and distributing smartly, and setting clear business objectives rather than vanity metrics, O2 was able to use online video content to drive down the cost to serve customers. The initiative increased customer lifetime value, reduced churn, and drove partner revenue, achieving an incremental value of at least £188.76m.