New AdHaven® Bullseye™ allows marketers to precisely target mobile advertising using proven purchase-based data and measure actual in-store sales lift, solving the core problem with mobile
SAN MATEO, Calif. – 4INFO, an advanced mobile advertising technology company, announced immediate availability of its newest product, AdHaven Bullseye, which allows brands to reach consumer audiences with new levels of precision and confidence, and for the first time actually measure results for all verticals where it counts—at the cash register.
“We believe AdHaven Bullseye is a big step forward in allowing consumer brands to invest in mobile with confidence and make mobile an integral part of their campaign strategies and overall advertising budget.”
To date, most mobile advertising campaigns have relied on contextual or zip code level targeting — resulting in low accuracy, scalability issues and poor ROI.
The AdHaven Bullseye technology uses a new approach, establishing direct matches with popular 3rd party data sources, including: Acxiom, Datalogix including DLX Auto powered by Polk, and Nielsen Catalina Solutions, as well as direct 1:1 matches with a company’s own customer data. By leveraging Big Data technologies, the new product ties 110 million mobile devices to 97 million households, enabling companies to target mobile ads with the same precision as online and direct mail and measure sales lift from in-store sales.
Key Partnerships & Customers Already Benefitting from AdHaven Bullseye
Catalina is already using AdHaven Bullseye’s targeting capabilities for its recently announced BuyerVision Mobile product, which is being piloted by leading CPG brands, including Campbell Soup Company’s Pace salsa, to deliver personalized media to mobile devices based on in-store purchase behavior.
“Marketers want to use mobile as part of their overall advertising strategy, but have lacked confidence in their ability to measure what matters,” said Tim Jenkins, CEO 4INFO. “We believe AdHaven Bullseye is a big step forward in allowing consumer brands to invest in mobile with confidence and make mobile an integral part of their campaign strategies and overall advertising budget.”
“AdHaven Bullseye provides the tools to target very precise segments among our universe of 97-million U.S. households to reach a brand’s most valuable customers, allowing more effective mobile marketing campaigns and delivering specific audiences at scale. Advertisers can use our platform to run and measure their mobile advertising in parallel with their traditional TV and online campaigns to maximize reach and frequency across platforms, and as a result optimize campaign ROI,” explained Jenkins.
Privacy issues are also addressed by AdHaven Bullseye. The technology accurately matches household data to mobile device data, providing precise targeting and measurement — without exposing or storing any personally identifiable information. Data collected by 4INFO is fully anonymized, so marketers and media buyers don’t know the identities or home addresses of the people targeted. To further protect consumer privacy, 4INFO has partnered with the leading online privacy company, TRUSTe, to allow consumers to opt-out of targeted advertising through their TRUSTed Mobile Ads preference manager. This provides both transparency and control to the mobile consumer audience.
About 4INFO
4INFO is the first company to solve the mobile advertising conundrum of measuring ROI, enabling mobile to become an integral and essential element in every marketing plan, and in turn unlocking the potential of mobile for consumer packaged goods, automotive, financial, retail and other major brand advertisers. The company’s flagship product called AdHaven® Bullseye™ leverages Big Data and proprietary technologies to precisely target ad delivery to more than 110 million mobile devices in 97 million households, allowing advertisers to target mobile ads with the same precision as online advertising and direct mail using only anonymous, non-personal data. Even more importantly advertisers can measure what matters—actual sales lift at the cash register from their mobile ad spend. The AdHaven platform provides marketers with precise device and consumer targeting across multiple mobile channels, including display, apps, video, SMS and rich media. 4INFO is headquartered in San Mateo, CA. Learn more at www.4info.com.
