More Companies Look for Better Precision and Greater Returns for Mobile Marketing Campaigns
ATLANTA – The rise of the mobile internet is changing the way consumers interact with advertising and content. Today’s digital marketplace is characterized by a generation that expects to browse and shop online at any time, in any place, on any device. It is this new paradigm that has more mobile marketers investing in mobile carrier targeting through Digital Element, the global geolocation data and services provider.
As one of the 59+ parameters offered through the company’s flagship NetAcuity® solution suite, mobile carrier data allows mobile marketers to perfect audience segmentation and targeting capabilities by further defining and/or analyzing mobile traffic. While the majority of Digital Element’s customers using mobile carrier targeting come from the advertising space, the company has seen an increase in demand from businesses in retail, gaming and digital rights management (DRM) industries.
“Marketing in today’s multiscreen age of portability means helping craft compelling customer journeys through the delivery of meaningful advertising and content,” said Rob Friedman, executive vice president, Digital Element. “NetAcuity provides a simple one-source solution to enable companies to combine mobile carrier data with location as well as other information such as connection type and speed to create carefully crafted advertising and content that reaches consumers at the most relevant point in time across their customer journeys―delivered in the right context optimized for their devices.”
Some mobile carriers sublease their IP space from bigger Internet Service Providers (ISPs) so there may be gaps in data accuracy. Investing in more accurate mobile carrier data that is continually updated and checked for quality assurance is the only way to get clear and precise mobile carrier identification, added Friedman.
Go2mobi, a pioneer in mobile programmatic advertising, is an example of a company that is successfully combining technology and data to improve every aspect of mobile advertising campaigns for its customers.
In August, Go2mobi integrated NetAcuity’s data into its DSP platform in order to elevate its geo-IP and mobile carrier targeting, providing advertisers with the capabilities to reach specific audience segments with more accuracy.
“While geo-IP and mobile carrier targeting have been long-standing targeting features on Go2mobi’s DSP, we continually evaluate our platform’s performance for our advertisers,” said Grant Storry, COO at Go2mobi. “After completing extensive tests and gathering feedback from our customers, we identified NetAcuity data as delivering superior reliability for campaign targeting performance. Go2mobi advertisers gain greater confidence in campaign audience targeting and can expect even more precision as well as greater returns for their mobile ads.”
In particular, Storry cited a gaming client that received an additional 50,000 conversions within a two-month campaign period due to NetAcuity’s data accuracy.
Other key benefits of the Go2mobi’s mobile carrier data upgrade include:
• Carrier Targeting to Filter out Wi-Fi: Enables advertisers to confidently buy traffic from a more comprehensive and specific list of telecommunication carriers in both domestic and international markets, while filtering out Wi-Fi (if desired).
• Carrier Targeting Optimization: Gives advertisers the ability to optimize traffic sources based on campaign performance across carriers. This is also beneficial for those advertisers that have mobile content offers specific to a carrier.
• Carrier Targeting Reporting: Provides in-depth insights and data for reporting on campaign performance across carriers.
About Digital Element
Since 1999, Digital Element has been providing global geolocation data and services that bring anytime, anywhere relevance and context to online initiatives―from desktops to mobile devices. The company’s patented technology has been certified and accredited to deliver real-time access to accurate and reliable location intelligence without invading Internet users’ privacy. For nearly two decades, many of the world’s largest websites, brands, security companies, ad networks, social media platforms and mobile publishers have trusted Digital Element’s technology to target advertising, localize content, enhance analytics, and manage content rights as well as detect and prevent fraud. Visit http://www.digitalelement.com for more information on how to bring the power of location to the online world. Follow us on LinkedIn and Twitter @DigitalElement then like us on Facebook. Headquartered in Atlanta and London, Digital Element is a division of Digital Envoy Inc.
