News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Compete, Ground Truth partner for screen identification capability
Add another instrument to the online marketing toolbox. Compete and Ground Truth have partnered for a tool which will tell brands and marketers how consumers are viewing ads: from PCs or mobile devices. The hub will give marketers cross-platform insights into consumer behavior as they engage from PC or mobile devices; this is the first dual screen analytics offering.
Why is this useful? Knowing how consumers are interacting or engaging with ads, including from which device, can tell marketers how to create more innovative campaigns. Just one indicator of how fast the mobile space is growing: local mobile ad network xAD is reporting their traffic has doubled in the last four month. Their numbers show that 1 billion ads have been served in the last 4 months.
"Understanding consumer behavior across online and mobile will become more and more important for advertisers, publishers and agencies -- particularly as mobile usage continues to evolve," said Scott Ernst, President of Compete. "Today, you absolutely must view digital consumers holistically; otherwise you're designing campaigns, buying media and doing vital brand research with only a partial picture of your consumers."
According to a Kantar, the parent company of Compete, study the number of mobile consumers visiting social networks has increased by 50% globally; the report also found that just over 30% of smartphone consumers search for coupons at least three times each month via mobile. These consumers are also utilizing barcode scanners.
"Mobile is an increasingly important channel and facilitating cross-media measurement of consumers is the Holy Grail of marketers," said Michael "Luni" Libes, Founder and Chief Technology Officer of Ground Truth. "We are thrilled, through our relationship with Compete, to provide the marketplace with a comprehensive view of the online and mobile behavior of tens of millions of consumers."
The hub will help marketers identify how consumers are using mobile applications and mobile browser windows. That compared with details on PC-based Internet usage should help marketers identify more segmented groups of consumers who are interested in their products.
- Study: Mobile key for online grocery buys
- Job Seekers: How to get the next job
- Top 3 tips to improve travel loyalty programs
- New Realeyes' research links emotional response to sales impact
- Coalition for Better Ads releases new guidance to curb consumer annoyance with ads
- Instagram's focus on business tools attracts SMB advertisers
- Traditional external agency model failing to meet marketers' needs
- Few marketers intend to invest in marketing technology in 2017
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...