How can brands target audiences at scale on mobile?
Stéphane Printz, Director of Sales & Business Development at nugg.ad, considers how brands can target audiences at scale on mobile.
Looking closely at the latest report by the IAB and PriceWaterhouseCoopers on UK digital ad spend in 2013, brand spend on mobile devices, compared to traditional channels such as TV, still has a lot of upside potential. To significantly change these figures, the industry has to particularly convince big brand advertisers to begin increasing their mobile brand campaign budgets.
This, however, will only happen if the industry offers them two things: firstly, they need to be able to reach their relevant target audiences at scale, rather than merely targeting individuals. Secondly, they need to be able to measure the efficiency of those campaigns with brand-relevant metrics in real time.
Big brand advertisers need to model and build a bespoke audience to target consumers on mobile and tablet devices with reach and scale. While many tend to provide the demanded scale via third party data, our solution allows customers to enhance their first party data, which has largely been lacking in the marketplace until now. This lets brands run mobile campaigns more efficiently, more cost effectively and with greater independence.
nugg.ad’s unique technology – which is fully implementable on mobile portals – provides information on target groups using any browser or system, without restriction, and delivers over 40 billion items of profile data a month. We thereby rely on data-intensive market research to understand the audiences for individual brands, allowing brands to find their audience in more than the most obvious places.
We merge this market research with our collated data, bases on sophisticated, machine-learning algorithms for a portion of an audience with a certain surfing behaviour. By looking at this target group, which is, for example, interested in buying a new car in the next six months, and then analysing how they behave on the publisher’s websites and apps, we can pinpoint users with similar interests.
Or if you take a gaming site, for example, it may attract a certain type of (typically young) consumer that will be of interest to a certain type of brand. Using nugg.ad’s technology, the publisher can reach out to that type of consumer outside of the gaming channels via other sites and apps in their inventory that they tend to visit.
Looking at this feature from a brand’s perspective, the technology becomes even more compelling. If the brand knows that a given channel is suitable for its target consumer, the nugg.ad audience layer uses that information, in real time, as the basis to build a propensity model. This pinpoints where else the brand will find consumers they are currently not yet reaching and whose profile and behaviour match that of their target customer.
It’s this combination of user behaviour and deep market research data that enables us to target very precisely on mobile devices in real time. It also gives us incredible reach, because we are not waiting for one person to come along that matches a device ID; we are actually making a prediction for each user.