Audience Profiling Makes Mobile Web Advertising More Efficient
Normal
0
false
false
false
EN-US
X-NONE
X-NONE
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-qformat:yes;
mso-style-parent:"";
mso-padding-alt:0in 5.4pt 0in 5.4pt;
mso-para-margin-top:0in;
mso-para-margin-right:0in;
mso-para-margin-bottom:10.0pt;
mso-para-margin-left:0in;
line-height:115%;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;}
For mobile Web marketing to be truly successful, brands will need to know where to best reach their audiences. To enable that targeting, Nielsen Mobile recently launched a service called Mobile @Plan that allows advertisers to find their target audiences across 200 leading mobile websites. The service provides audience profiles based on leisure activities, life events, electronics ownership, media use and brand-level purchase activity across travel, auto, finance, food and beverage, real estate, pets and more. Nielsen shared with MMA Messenger a sample of the data that shows how beverage marketers could use Mobile @Plan to more efficiently reach consumers of bottled water or energy drinks over mobile )see above).
“Every mobile website has unique audience characteristics," said Kanishka Agarwal, VP Mobile Media for Nielsen. "Mobile @Plan allows marketers to use profiles to optimize their mobile Web advertising, while also allowing publishers to sell on the targeted value of their audience." For more information on Mobile @Plan, contact Kanishka Agarwal at [email protected]
Research Type(s):
