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Mobile Embrace launches mobile-first

Mobile Embrace launches mobile-first audience targeting capability

Mobile Embrace’s 4th Screen Advertising, New Zealand’s leading, integrated mobile advertising sales agency, is today announcing the launch of its latest mobile marketing innovation and cutting-edge audience targeting capability, PAT (Premium Audience Targeting).

Developed in-house, PAT enables brands and advertisers to target mobile users in contextually relevant, premium mobile environments with precision, as well as create custom mobile audiences to target with engaging creative content. By collecting and combining contextual data, including user activity and user demographics, into audience segments, PAT can create a more complete view of a users’ intent to, and likelihood of, engaging with a particular type of ad – such as an automotive, travel, or luxury lifestyle ad.

Designed to address one of the biggest challenges in mobile advertising – the ability to target the right users, at the right time, and in the right environment – PAT delivers premium mobile audiences by accessing 4th Screen Advertising’s unique combination of industry leading mobile assets:

Contextual environments: 4th Screen Advertising’s premium publisher network consists of more than 14,000 local and global publishers including NZME, Bauer Trader Media NZ, and MetService. Reaching an estimated audience of more than 7 million Australians and New Zealanders each month on mobile-web and app platforms, this offers brands and advertiser’s significant visibility and audience reach.

Trusted first party data. Through direct relationships with premium publishers, 4th Screen Advertising has access to quality, and transparent first party user data, such as in-app browsing habits, geo-location, and user demographics, and in real-time.

Third party and zero party data. User data from mobile ads, mobile devices and mobile carriers, plus third party data on browsing habits, can be overlayed with first party data to target users at the granular level, creating specific audience profiles to segment and sell.

Advanced behavioural and emotional targeting techniques. Using tools such as App Verify, users can now be targeted based on their genuine interests. It’s also possible to re-target users based on their emotions. For instance, user actions within social media m-sites and apps means users can be targeted according to what they are tweeting or hash tagging, adding another layer to the targeting mix.

Sarah Kavanagh, National Sales Manager at 4th Screen Advertising New Zealand, says, “The mobile ad ecosystem has become increasingly cluttered and increasingly specialised. By using PAT, we’re combining targeted and contextually relevant environments that brand advertisers need, with the most advanced audience targeting that mobile can uniquely offer. One of the key benefits of PAT is that it enables us to significantly reduce impression wastage while maximising engagement with the right audience.”

While targeting is one part of the mix, brand safety and transparency are also critical. “Brands need to know where their ads running, the quality of the publisher, and the environments where their target audience is most active. Running ads on blind networks comes with risks, especially when ads are placed in irrelevant m-sites or apps – which sometimes leads to a waste of ad dollars. This is why we only work with trusted, premium publishers, offering our advertisers peace of mind because they’re engaging audiences in environments relevant to a user’s unique interests,” Sarah says.

As mobile becomes the most preferred platform for communication, it is imperative that digital businesses reach and interact with the right mobile users. “Customised, highly targeted ad placements featured in premium publisher environments are significantly more likely to offer brands visibility and cut-through. For instance, research by Celtra and Opera Media Works shows rich media mobile ads featured on premium advertising platforms generate higher engagement rates compared to standard banner ads that adopt a programmatic approach (at 15.6 per cent versus 0.35 per cent respectively),” Sarah says*.

“By targeting users in contextual environments alongside rich media creative, as well as creating the most specific audience segments to sell on premium publishing platforms, audience engagement rates can be powerful,” Sarah says.


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