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BizReport : Advertising : May 10, 2011

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.

by Kristina Knight

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.

Tags: Compete, mobile analytics, mobile marketing, online analytics, online marketing, two-screen reporting

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