The mobile device is the single device that follows a person around at all times. It lies on the dresser next to them while they sleep; it’s in their pocket on the commute to work and is utilized for communication, education and entertainment throughout the day.
Targeting capabilities in the mobile space are still limited but a recent development by a company called 4Info and their AdHaven platform has opened up tremendous possibilities for advertisers.
What Can It Do?
The Adhaven platform from 4Info allows you to target individuals on their mobile device by just knowing their physical address. This essentially allows one-to-one marketing capabilities through a mobile device.
One-to-one marketing allows you to target down to the individual. If you happen to have target lists for email or direct mail, one-to-one marketing allows you to deliver messaging to the individual.
When asked how this unique targeting option works, Tim Jenkins, CEO of 4info, explained:
"In mobile it is tremendously difficult to know what audience you’re reaching. The AdHaven platform uses household address (or more specifically, the household segmentation information associated with the household associated with the device), as a sort of “cookie” for mobile devices. This allows 4INFO to deliver extremely precise, durable, yet anonymous targeting. For the advertiser, it means reaching the buyers you want to reach, with less waste, and therefore much greater ROI."
How Can This Be Used?
This type of targeting presents great opportunities to advertisers. There are millions of records available through list management companies and many companies have a robust CRM database. All of these individuals are potential targets for the 4Info program.
If you don't have you own data, 4Info works with a wide array of data partners such as Acxiom, Nielsen, and datalogix. They can help you find your target market and deliver messaging to the right individuals.
Examples of Potential Programs
- Upselling to Current Customers: By targeting your current set of customers, you can deliver targeted mobile ads about add-ons to their current program. Companies such as Comcast and Verizon Fios can advertise premium channels or pay-per-view fights.
- Life Events: Many products and services are purchased due to major life events. The birth of a child, turning 65, and other life events such as marriage all come with the need to purchase certain products or services. Lists are available for many different life events and programs can be developed to finely target individuals who are going through these events.
- Retargeting: When users fall off during the purchase cycle we often hope they will click on a desktop-based display ad. Why not broaden the devices you retarget on and utilize mobile as an additional channel? With additional options like click to call on mobile devices, getting someone back into the purchase cycle is easier than ever.
- Segmentation/Personas: When combing through your customer database or a recent purchased list there is an opportunity to segment users or even develop personas based on demographic data. Individual campaigns can be set up to target these segments with specific messaging and landing pages.
How it Works
The proprietary technology analyzes millions of ad requests that contain a location. Algorithms identify a device matched a physical location.
The device is then assigned to a unique identifier. As time passes and the device registers at the physical location multiple times, it becomes assigned to the address.
Multiple phones can be tied to a single address, so you happen to be targeting an office, you can pitch your products and services to everyone in the company. If you happen to be targeting a household, you can make sure Mom, Dad and the children receive your message.
Why This Option Beats Out the Rest
No other mobile ad network has the ability to target at this level currently. Many networks offer the option to target down to the ZIP+4 level, but that can be as large as a city block and many impressions will be wasted.
Carriers like AT&T are working on advertising options to target mobile devices by phone number but the technology is still months away and there are privacy issues that linger over this tactic.