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BizReport : Mobile Marketing : April 05, 2012

Greystripe releases Audience Mapping

The ability to connect with consumers through PC and mobile and tablet devices is becoming more necessary for most brands. Because consumers are interacting with content and ads not just at a PC or through a newspaper ad any longer, advertisers need to be 'where' the consumer is. Enter a new technology from ValueClick's Greystripe which offers the ability to connect across screens.

by Kristina Knight

"The market is demanding a cross-platform advertising solution. Seeing this opportunity, ValueClick and Greystripe came together one year ago. Today, we are proud to announce new targeting capabilities that highlight the incredible synergies of the combined companies. This is truly an example where the whole is greater than the sum ofits parts," said Bill Todd, president of ValueClick Media.

The offering will give advertisers the ability to tap into ValueClick's extensive tracking data and use it through the mobile space so that advertisers can reach consumers across platforms and screens. ValueClick information shows a 5-times greater lift in awareness when marketers use their Data Management Platform; increases of more than 70% have been shown for purchase intent data.

"For a long time, mobile and PC advertising existed independently of each other. Utilizing online data to target audience segments on mobile devices will make life easier for advertisers, who will benefit from the existing data on PC advertising," said Vikrant Gandhi, senior industry analyst at Frost &Sullivan. "It brings the expertise and maturity from online to mobile."

Through the ValueClick Audience Mapping tool, Greystripe advertisers will utilize the behavioral patterns of consumers, obtained from ValueClick; the data will then be segmented and 'hot spots' will be identified so that messages are delivered accurately. In some cases, ads will be delivered to within a one mile radius of the identified hot spot.

Tags: Audience Mapping, Greystripe, mobile ad targeting, mobile ads, mobile marketing, mobile trends, ValueClick

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