“Spectrum for Mobile” Connects Brands with Consumers on Mobile Devices with Emotive-Based Targeting
SAN FRANCISCO – Twelvefold Media (formerly BuzzLogic), an emotive-based media company that helps brands target, reach and persuade engaged audiences, has announced “Spectrum for Mobile,” a new mobile advertising product that brings the relevance of the company’s online targeting capabilities to the mobile environment.
Today’s traditional mobile ad solutions target audience based on category, such as “automotive” and “lifestyle;” in-apps like Angry Birds and FarmVille; or targeted to keywords such as “healthy snacks.” This results in broad, generic and unfocused audience reach.
Alternatively, Spectrum for Mobile is far more precise and targets audiences seeking more specific content such as – easy-to-make, healthy snacks for kids that contain whole wheat and are loved by moms.
Spectrum for Mobile delivers this by finding and ranking the most relevant, influential content on the Web down to the page level, for example http://www.womenspub.com/lifestylecategory/top-10-wholegrain-snacks-for-kids versus http://www.womenspub.com/lifestylecategory.
“Spectrum’s level of targeting in the mobile environment is unprecedented,” said Julia Briggs Parsons, Twelvefold Media Vice President, Product. “There has been a degree of contextual targeting on tablets and mobile phones, but it’s much less precise than what Spectrum offers. Now advertisers can drill deeper to reach their specific target audience and deliver consumers much more relevant ads that speak to what they are looking for.”
According to a comScore report from October 2011 entitled “Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits,” a significant portion of all online traffic is fed from mobile devices. Per comScore, the share of non-computer traffic for the U.S. stood at nearly 7 percent in August 2011, with approximately two-thirds of that traffic coming from mobile phones, and tablets accounting for much of the remainder.
This growth in online site traffic originating from mobile devices drove Twelvefold’s effort to broaden its ad offerings to include the mobile space. The company’s ad tech platform, Spectrum, is unlike others in that it is emotive-based in approach. With it, brands can target, reach and persuade engaged audiences by delivering the right ad to the most motivated customers in the right mindset, resulting in much higher engagements.
The Spectrum for Mobile ads works across Android and iOS systems, are formatted by device, and matched to the most relevant content for reaching target customers. Ads are served in a variety of manners based upon the format of how content is viewed on mobile web browsers, such as at the base of the browser screen for a page read on a smartphone or directly within a page being viewed on a tablet.
A video walkthrough of Spectrum for Mobile can be viewed at http://youtu.be/ve8M9g4SlEM. A full walkthrough of the Spectrum platform, including mobile, is available upon request.
About Twelvefold Media
Twelvefold Media is the only emotive-based media company that helps brands target, reach and persuade engaged audiences by delivering the right ad, in the right place at the right time to the most motivated customers in the right mindset. Twelvefold creates customized digital media packages with proprietary technology that utilizes emotive-based targeting at the page level and real-time bidding—at scale and without cookies—to achieve superior results and insights for brands and advertisers.
Twelvefold’s clientele includes Kraft, Toyota, Best Buy, Microsoft, and Starbucks. The company is headquartered in San Francisco with offices in New York, Chicago and Los Angeles. For more information, visit: Twelvefold.com, Twitter.com/Twelvefoldmedia and Facebook.com/TwelvefoldMedia.
For more information about Spectrum for Mobile and Twelvefold Media, visit http://twelvefold.com.
