Most Effective Advertising Technology Platform

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Awards Preview – Most Effective Advertising Technology Platform

Last week, we announced the shortlist for our 2015 Effective Mobile Marketing Awards. With the ceremony taking place on 26 November in London, we’re taking advantage of the time between now and then to put the spotlight on the finalists in each of our 32 categories. Today, we’ll be taking a look at the nominees for the Most Effective Advertising Technology Platform.

51 Degrees Device Detection Solution
Device detection services are critical to publishers wishing to generate the maximum possible revenue from advertising on their websites, and 51 Degrees’ solution enables websites to generate increased click-through and place advertising more effectively on the page for mobile devices by delivering optimised ads in real time.

51 Degrees’ software has been adopted by companies including Unilever, eBay, IBM and Microsoft, and is one of the fastest and most accurate products in the marketplace, providing publishers with data not just on device type but specific model, size of screen, browser and OS.

Blis has built a platform that aims to connect the physical and digital worlds, combining online content and device location data to assess the context a user is in, then using that information to provide brands with a relevancy score that can be used to inform bidding on ad impressions.

Combined with location-based tracking and demographic data, Blis helps marketers understand how people react to ad placement and other factors, optimising media buys and other campaign expenditures while providing a RTB platform capable of serving ads to highly defined global audiences.

Byyd’s efforts to be the most effective mobile display solution in the industry have led it to delivering Silhouette, a complete end-to-end solution that assesses briefs and creates a bespoke media plan utilising the most relevant targeting tools for individual campaigns.

Byyd has partnered with ODR to develop a new cookie-less approach to consumer measurement and tracking that gives the platform an advantage in the age of mobile and in-app advertising, and has enabled the firm to acquire a wealth of research data on consumers that can inform marketing decisions.

Criteo Mobile Performance Marketing for House of Fraser
Criteo has worked with House of Fraser since 2010, and has been able to transform the retailer’s cross-channel approach over the past five years using its mobile performance marketing engine. Their work has combined a complete site redesign with mobile banner retargeting campaigns that extended the great shopping experience of the brand’s mobile site to dynamic mobile display ads.

Criteo’s Real Time User Sync has allowed them to gain full access to iOS inventory on RTB platforms, enabling Criteo to identify House of Fraser users and bid at a user level, without the use of third party pixels, expanding reach to this high value audience.

Fiksu’s Mobile Audience Platform is an industry-leading tech platform that combines a massive, proprietary dataset with powerful segmentation tools to create, refresh and reach precise audiences across their journey to purchase. It’s designed to help marketers drive awareness, user acquisition and re-engagement.

The platform processes information from multiple sources including its own massive collection of mobile-native data and clients’ first-party data, continually refreshing audiences and using smart segmentation to enable brands to reach their target users at scale.

Leadbolt Direct Deals Marketplace
Leadbolt’s innovative marketplace is a fully-transparent mobile ad exchange where app developers and advertisers can connect with each other directly in order to conduct the business of buying and selling mobile media.

Rather than a traditional ‘blind’ network, the marketplace enables developers to select advertisers with more care, ensuring brand safety for their apps and forging a closer relationship between advertiser and publisher. The marketplace has seen excellent engagement and CPM results while also earning high revenues for its developers.

LoopMe have put their energy into creating an advertising technology platform that supports all mobile video advertising formats at massive scale, giving advertisers more reach and scale and bringing together ad-tech data with data from advertisers, publishers and more to provide marketers with powerful audience tools covering over 500m unique users worldwide.

The platform’s artificial intelligence engine aggregates hundreds of thousands of mobile publishers, directly and via exchanges, to determine the maximum impact for ads in real-time as it serves them to over 1.25bn consumers.

Luxia Guest Engagement Platform
Luxia developed and deployed its global, cloud-based tech platform to provide the hotel industry with new revenues against cap-ex investments and to provide brands with a targeted, proximity-led advertising solution that converges display, mobile, digital out-of-home, print, outdoor and sponsorship solutions.

The platform is already generating new advertising revenues across the hospitality sector, delivering a network of hard-to-reach consumers with propensities to spend to advertisers eager to target them with messaging, and hosting campaigns for luxury brands including Burberry, Mvlgari and Ralph Lauren.

No-SDK Ensighten Mobile
Ensighten Mobile’s unique no-SDK approach eliminates the wait time in native app optimisation, allowing marketers to tag their apps and make changes instantly instead of waiting for applications to be recoded and updates to be downloaded by consumers.

The platform is the first ever real-time mobile app optimisation solution and finally puts native app optimisation on par with that of websites, enabling marketers to drive improvements in customer experience and engagement instantaneously, and keep an agile approach to driving loyalty and conversion rates.

PubMatic offers a world-class service across mobile display, video and native ad formats through a consultive approach with publishers and real-time bidding technology that enables publishers to maximise the value of each impression.

The company’s data enrichment capabilities allow publishers to enrich each impression with first party data parameters, leveraging their custom audiences across all mobile devices, while non-cookie based targeting technology enables media buying partners to deliver behavioural targeting and frequency capping across mobile inventory.

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Meet, Greet and Keep: How Mobile Can Help Brands Throughout the Sales Funnel


Meet, Greet and Keep: How Mobile Can Help Brands...

Our mobile devices give us more than just a way to call or text friends and family: Today, they are our maps, books, radios, and miniature shopping malls. We turn to them for news, entertainment and answers. And from dawn till dusk, we keep them at our sides like our most faithful companions.

So it’s no wonder mobile devices have become integral to an advertiser’s ability to reach their ideal audiences at every stage of the sales funnel. Here’s how brands can employ effective mobile advertising strategies to acquire, engage and retain customers.

Win Over New Customers

One of the best ways for advertisers to identify new audiences is to see where they shop. But without access to a competitor’s first-party purchase data or information about their website traffic, how can advertisers find this out?

Mobile devices provide the answer. By revealing where consumers go, mobile location data can tell brands which consumers spend their time browsing similar products at a competitor’s store. Let’s say Target wants to reach out to consumers who usually shop at Walmart. They can use location data to identify—then target—those who frequently visit the competitor yet still live near a Target store.

But brands need to be careful before jumping to conclusions about consumers. Real-time location data provides important insights, but they can be strengthened when paired with historical location data.

For example, just because someone visits a high-end boutique like Chanel, it doesn’t mean that person has the budget to shop there—they could just be browsing. How can an upscale fashion brand find out which of those Chanel visitors are actually potential shoppers? Here, historical location data can help. It can reveal, for instance, which of those visitors go to private airports a few times a month or regularly visit Giorgio Armani or Versace stores. Chances are, these consumers will be a better bet for the fashion brand seeking to acquire new customers.

Keep Them Interested

What’s the first thing you do when you wake up in the morning? For most of us, it’s look at our phones to turn off our alarms before checking the weather and scrolling through our Twitter feeds. And throughout the day, we continue to stare down into the faces of our mobile devices: checking the news on the train, sending an email between meetings, or watching videos from our living room sofas.

In order to engage consumers on the devices we use day in and day out, advertisers will need to serve ads that make sense for the consumer depending on where they are during the day. To do this, advertisers must first ask the question: What do consumers want to see on their mobile devices and when? Consumers spend a third of their time online watching videos, for instance, but they aren’t going to watch a 30-second video ad while walking down the street.

To boost engagement, brands can use knowledge about a consumer’s historical and real-time whereabouts to reach out at the time and place that will produce the greatest level of engagement. To effectively grab the attention of a consumer that’s out and about, a banner ad may work best. Later that evening, when the consumer is at home using a tablet or laptop, a longer video on a larger screen may work well.

Inspire Loyalty

How can brands make sure they retain the new and existing customers they’ve worked so hard to gain? They must first recognize and show appreciation for their most loyal customers.

Most advertisers identify loyal customers by looking at newsletter subscriptions and online purchase histories, but they may be missing other valuable customers who prefer to shop in stores. By identifying devices that frequently visit a brand’s store location, advertisers can make sure they are recognizing—and thanking—all their biggest fans. When an existing customer comes into a store a certain number of times, for example, advertisers can deliver a thank-you message—perhaps offering the loyal customer a generous coupon to redeem in-store.

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Retailers’ Golden Ticket to Reviving Brick and Mortar Stores


Retailers’ Golden Ticket to Reviving Brick and Mortar Stores

Interested in understanding how to connect mobile experiences to physical stores? Or how mobile can be the extension of a retailer’s store? Maybe you’ve wondered about the new Cost-Per-Visit metric? Look no further. Blis’ location data experts will be answering these questions on a weekly basis over the next few months in our ‘Retail Series’ which aims to equip retail marketers with the right insights and top tips to stay ahead of the game.

Following its decision to buy e-commerce company last year, Walmart recently agreed to acquire Bonobos, a retailer with a strong online presence and generous shipping policies. If these moves weren’t sign enough that the physical and digital retail worlds are merging, Amazon’s acquisition of Whole Foods is the ultimate wake-up call.

Retailers everywhere are realizing that while brick and mortar stores are still critical, they’ll need a strong digital strategy to keep them filled with happy customers. Mobile devices are retailers’ golden ticket to connecting with consumers and reviving in-store shopping.

Understanding Consumers though Mobile

Whether they are going to work or going shopping, consumers carry their phones with them wherever they go. As a result, mobile devices provide retailers with a constant stream of valuable consumer insights. GPS and Wi-Fi data can tell retailers, for instance, whether a consumer is at a desktop at work, connected to Wi-Fi at home, or walking past a retailer’s store.

Beyond real-time location data, retailers can use historical location data to understand a consumer’s habits. For example, some consumers might visit a luxury jewelry brand on Fifth Avenue just to browse, even if they have no intention (or monetary means!) of buying. Thus, for that specific retailer, in-store visits may not indicate ideal customers. Instead, that luxury retailer can look at historical location data to identify their ideal consumers: perhaps individuals who frequently stay at the Four Seasons Hotel or regularly check in to exclusive country clubs.

But retailers shouldn’t rely on mobile data alone. By layering mobile insights with other valuable sources of data, advertisers can gain a holistic picture of their perfect audiences. Data collected from laptops, for instance, can reveal browsing histories and online shopping patterns; however, consumers won’t be opening up their laptops while shopping in stores. The trick is for retailers to match the data across devices to unique mobile device IDs. Only then will they gain a more holistic understanding of consumers and will be able to target or retarget them with products they are likely to go buy.

Driving Foot Traffic Creatively

Once they’ve gotten a clear and thorough understanding of their ideal audiences, how can retailers use mobile devices to drive foot traffic? Proximity targeting—delivering ads to consumers when they come within a certain distance of a store location—is a common approach. Retailers can maximize the power of proximity targeting by crafting unique and imaginative creatives.

For instance, advertisers can deliver ads to shoppers already in the area to tell them about an in-store sale, or offer them a coupon they can only redeem in person. Retailers can also deliver ads that feature a handy map telling consumers how to find their store.

Sometimes, targeting consumers when they are walking by a store may be a little too late. A QSR wanting to boost its 10 am breakfast crowd, for instance, may want to target consumers when they wake up around 7a and begin planning their day. Otherwise, the consumer has most likely already made their breakfast choice.

While there is no one-size-fits-all solution for retailers looking to connect with consumers and drive in-store sales, a strong mobile strategy is key. As the digital and physical worlds continue to blend, retailers must harness the insights and capabilities of mobile to reach their unique brand objectives.

Tune in next week to read all about how mobile is fast becoming the extension of a retailer’s store.

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3 Ways Retailers Can Use Mobile for Effective One-to-one Marketing


3 Ways Retailers Can Use Mobile for Effective One-to-one...

Today, mobile devices are like mini retail stores we carry around in our pockets: places where consumers can browse merchandise or place orders almost instantly.

But mobile devices also give consumers something they can’t get in stores: personalized marketing. Collecting data like shopping histories and browsing patterns, mmobile devices provide retailers with detailed insight into individual consumers and a means of communicating with them directly.

How can retailers use mobile insights and capabilities to craft effective, one-to-one messaging?

1. Get personal.

Today, consumers want—and expect—ads to speak directly to them. In fact, 74% of customers feel frustrated when their online experiences aren’t personalized.

The easiest way for retailers to personalize content is by harnessing their first-party data. If a customer purchases a dress online, the brand can use what they know about her (her fashion interests, browsing history and email address) to customize subsequent content. For example, the brand can serve an ad via email that suggests a pair of shoes to go along with the new dress.

With CRM data, the retailer can see what the woman bought online, but do they know what she’s purchased elsewhere? Or what she does when she’s not shopping? This is where location data comes in. Retailers that layer location-based insights on to other sources of data can get to know where and when consumers shop at brick and mortar stores. They can also identify other behavioral patterns, including which day of the week and time of day they like to go shopping—data can enables greater levels of personalization.

Let’s say a CPG brand wants to reach out to a previous customer who hasn’t been seen in store lately. The marketers can use their knowledge of the consumer’s daily commute to deliver the ad just before he leaves work, suggesting he stop by on his way home. They may even offer him a discount on the product he previously purchased.

2. Market to individuals, not devices.

Once retailer marketers have identified their ideal audiences on mobile, they shouldn’t see phones as the only means of communication. Consumers own an average of 3.6 connected devices, so retailers should communicate with consumers across the devices they use, including tablets, laptops, desktops and addressable TV.

However, if a retailer sees a user reading political news on the tablet all day but watching cartoons in the evening, it might not be the same same person. With families and partners sharing devices at home, marketers need to make sure they are constructing nuanced consumer profiles across devices in order to reach out to individuals, not just devices.

3. Don’t be creepy.

Personalized, cross-device marketing is on the rise in part because consumers are increasingly willing to disclose their data to retailers. After all, purchase histories and location data are essential for useful or interesting ads.

But how retailers use that data is key. Consumers want to feel understood, but they don’t want to feel like ads are invasive or drawing on data that’s simply too personal and private. Marketers need to make sure they aren’t crossing any personal boundaries or making consumers feel uncomfortable.

If marketers want to turn heads or, more importantly, turn consumers into buyers, they’ll need to do more than blast out generic ads to the masses. When retailers personalize ads with these three tips, they’ll see huge improvements in campaign performance.

But how, exactly, do they measure these improvements? Find out next week when we assess the best metrics for retailers.

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