Greystripe® Changes The Game For Advertisers As Mobile-Only Solutions Become Obsolete

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.

Greystripe also goes beyond run-of-the-mill targeting capabilities with its exclusive Audience Retargeting solution. Audience Retargeting provides the unique ability to utilize an advertiser’s online data to retarget their qualified audience across mobile devices.

“These targeting solutions are a reflection of ValueClick’s proven online technology developed and continually enhanced over the last 14 years,” says Mike Schumacher, director of analytics and data for ValueClick. “Because Greystripe is leveraging proprietary first party data, its targeting capabilities are truly unmatched in the mobile space.”

Greystripe’s targeting solutions are leading the charge in providing advertisers with the ability to reach desirable mobile customers with respect to their privacy. Greystripe and its parent company are active advocates for consumer privacy. Jason Bier, chief privacy officer at ValueClick, is a board member of the Network Advertising Initiative (NAI), Bill Todd, president of ValueClick Media, a division ValueClick, is a board member of the Interactive Advertising Bureau (IAB), and Greystripe is a member of the Mobile Marketing Association (MMA).

Greystripe has also joined TRUSTed Mobile Ads, an initiative to provide end-to-end privacy management solutions that allow advertisers to deploy innovative advertising capabilities while also providing consumers with transparency, choice and control over the use of personal information.

Lightning Technology

Greystripe continues to lead the market with its unmatched Lightning Technology, the only way to deliver online creative across multiple mobile platforms, including Android, iPhone and tablet devices. By using Lightning Technology, advertisers save an average of two weeks’ time and effort developing new mobile creative and gaining client approval.

“The bottom line is that advertisers are making a colossal shift toward mobile ad spending,” said Hawks. “At the same time, online solutions provide advertisers with mountains of relevant data. So implementing cross-platform solutions is no longer optional for advertisers looking to succeed. It’s mandatory.”

About Greystripe

Greystripe is the leading mobile ad network generating exceptional results for brands. Greystripe delivers high engagement and sophisticated targeting solutions for brand marketers, maximum revenue for publishers and app developers, and the best ad experience for users. Through their proprietary advertising platform, Greystripe serves billions of full-screen impressions to over 85 million monthly touch device users across more than 10,000 applications and mobile websites. For more information, please visit www.greystripe.com.

About ValueClick, Inc.

ValueClick, Inc. (Nasdaq: VCLK) is one of the world’s largest digital marketing companies. Through a unique combination of data, technology and services, ValueClick increases brand awareness and drives customer acquisition at scale for the world’s largest advertisers, and maximizes advertising revenue for tens of thousands of online and mobile publishers. ValueClick’s brands include Commission Junction, ValueClick Media, Dotomi, Greystripe, Mediaplex, Smarter.com, CouponMountain.com, Investopedia.com, and PriceRunner. The Company is based in Westlake Village, California, and has offices in major advertising markets worldwide. For more information, please visit  www.valueclick.com.

Copyright Business Wire 2010

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