Mobilize Your Demographic Insights
Behaviorally targeting consumers based on demographic, online behavior or historical product purchases is a very common practice in today’s desktop digital marketing landscape. The ecosystem consists of a wide marketplace of data providers, which often specialize in different targeting capabilities, methodologies and even specific vertical strengths (B2B, Automotive, CPG, Retail, etc.). However, demographic targeting is perhaps the most important as advertisers are most concerned about reaching their target audience at scale. In no environment is this truer than in mobile.
Currently, the biggest challenge in mobile is scale. Even the largest aggregated Behavioral Data exchanges have limited Mobile Device ID targeting data which only represents a fraction of the active smartphone and tablet devices in the marketplace. This poses a problem for mobile marketers looking to justify buying mobile display and video media while still being efficient and accurately hitting the target audience. Fortunately RUN is able to use two different methods to solve for this - Nielsen Mobile Online Campaign Ratings and Verizon Precision ID Demographics.
Mobile OCR is Nielsen’s migration of their desktop demographic campaign ratings system, which scores every impression delivered to a user. Utilizing Nielsen’s API with Facebook, desktop cookies are scored with corresponding Age and Gender designations. The output is Reach, Frequency and GRP levels achieved against the Adult 13+ Audience, as well as GRP levels achieved in each demo segment.
Mobile OCR takes this approach to the mobile ecosystem and allows a media buyer to buy impressions against only the target demographic segment they intended to reach, with confidence that the audience data was validated against Facebook data.
The second approach of accurate demographic audience targeting comes from another newly available deterministically derived dataset – the Verizon Precision ID. This straightforward approach leverages Verizon subscriber data, a proprietary carrier ID parameter, allowing a media buy to accurately target Age, Gender, Income and Language Preference segments.
Looking forward we only expect mobile targeting to get better as big brands continue to invest more into the mobile channel and demand accuracy and scale of audience targeting.