Ad targeting hits stride and continue to grow as data
evolves
The ability to target the right audience on mobile is
becoming a key factor in the success of campaigns as smartphone adoption
continues to grow, with tapping into data such as behaviour, location, weather
and events getting easier as programmatic mature.
Marketers are tapping into data to reach a specific
audience, which is allowing campaigns to reach significant return on
investments and noteworthy engagement rates. As technology and consumer
behaviour through mobile is continuing to evolve at a rapid rate,
advertisements are gaining more tools to do so which alludes to a significant
future in this area.
“It has become much easier to identify relevant mobile
audiences as targeting capabilities have improved significantly,” said Ran
Ben-Yair, cofounder and CEO of Ubimo. “As the mobile programmatic ecosystem is
starting to mature, more data and inventory becomes available, and mobile
centric technologies, like in-app targeting, are emerging to replace the
desktop era platforms that are struggling to shift to mobile.
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