According to an April report released by the Interactive Advertising Bureau (IAB), mobile is the fastest-growing segment of the advertising industry, with 2011 spending up 149 percent to $1.6 billion. But in today’s multi-device landscape a one-solution campaign won’t cut it.
“As advertisers increasingly choose mobile as an integral part of their strategy, the effectiveness of their efforts will depend on their ability to apply the sophistication of online targeting and ad creative to their mobile campaigns,” says Kurt Hawks, general manager at Greystripe, a division of ValueClick Inc. (Nasdaq: VCLK) and the leading mobile ad network.. “To do this, advertisers must partner with a cross-platform digital marketing partner offering these solutions.
Greystripe’s industry-leading suite of online-to-mobile capabilities that include: Audience Mapping, Audience Retargeting and Lightning Technology.
“We have created a proprietary suite of cross-platform advertising solutions that allow advertisers to quickly and effectively apply online capabilities to their mobile campaigns,” notes Hawks. “Employing these solutions not only saves advertisers money and time, but they significantly strengthen relationships with their most sought-after customers.”
Proprietary Targeting Solutions: Audience Mapping and Audience Retargeting
Greystripe’s proprietary targeting solutions represent a crucial step in helping advertisers find and attract their intended audiences. The company leverages ValueClick’s industry-leading online data, including the ability to target 204 anonymous behavioral and transactional attributes per user from over 96% of users in the U.S. Greystripe’s Audience Mapping and Audience Retargeting mobile capabilities can provide advertisers with a robust picture of who they are reaching across digital platforms.
Audience Mapping allows advertisers to target their mobile campaigns to highly desirable audiences based on a proprietary mix of primarily 14-day transaction data. By using Audience Mapping, advertisers can deliver the right message to their intended audience in the right place, with accuracy up to a one-mile radius. Greystripe’s Audience Mapping technology has demonstrated impressive results, with up to double the click-thru rates as compared to standard campaigns.