GoldSpot Media, Denuo partnering for mobile targeting

Targeting consumer behavior through the behavior of marketers in the mobile space could become the next hot marketing trend. GoldSpot Media, a mobile marketing firm, and Denuo, the mobile metrics arm of Publicis Groupe, have formed a partnership to study advertisers' behaviors so they can better relate to consumers. The partnership will ultimately enhance mobile video ad options for GoldSpot.

by Kristina Knight

"We’re constantly receiving feedback on a wide range of issues that will ultimately determine the viability of this new advertising media,” said William Ganon, senior vice president of Advertising Strategy, GoldSpot Media. “The Denuo partnership bolsters our strategic capabilities and creates a collaborative development environment that ensures our products are meeting the needs and best practices of the mobile advertising industry.”

GoldSpot's dynamic ad-insertion mobile model optimizes traditional television ad inventory for mobile advertising options. The platform allows marketers to insert and replace ads in rebroadcast content and short clips.

The partnership with Denuo will study the demands of the mobile marketplace and how advertisers plan and buy online, mobile and television advertising. By understanding how marketers operate, GoldSpot can better guide marketers through the buying process to better enhance the user component of mobile video.

According to a recent report from JupiterResearch, only about 20% of marketers are currently in the mobile space. However, the mobile marketplace is expected to grow as more marketers try to engage users through their handsets.