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BizReport : Mobile Marketing : November 03, 2015

Expert: The difference between mobile app, browser targeting

Just as in the online space, not all mobile targeting is the same. And with so many people using mobiles for everything from checking email to making purchases or getting directions, it's important for mobile brands to know who they're targeting - and how.

by Kristina Knight

Kristina: What is different for an advertiser between mobile app targeting and mobile browser targeting?

Tyler Davidson, CRO & Co-Founder, PushSpring: App installations can signal a deeper, more personal connection to a user's true interests and intents, when compared to mobile website visits. Installing an app on someone's personal device requires customer choice and commitment. App discovery generally follows a process of word of mouth, app store rankings, etc. Users will often research and discover apps based on app descriptions, reviews, and screenshots in the app store to determine if the app fits their particular needs. Finally, the decision to download and install the app is deliberate and one that comes only after a user has identified and proved some form of estimated utility that is compelling enough to allocate some precious physical device storage space to it. Reaching users in an app-based context with app-based targeting, allows advertisers to leverage very personal interest signals. The signal strength associated with installation and ownership of an app creates an opportunity for marketers to provide greater levels of personalization and target customers more accurately and efficiently.

Finally, we also believe that marketers will start using mobile device data signals as a way to better inform desktop targeting from a number of ID graph solutions and cross-screen enablement platforms.

Kristina: How does PushSpring differentiate its data offerings?

Tyler: We see billions of mobile app and device data signals. Our insights on mobile users are quite deep and we have used them to create over 175 credible Personas, or audience segments, such as Fine Dining Enthusiasts, eSports Fans, and Sharing Economy Participants, for fast and easy advertiser targeting. Thanks to our data science team these billions of signals are distilled down to the most accurate mobile app targeting segments in the industry. The PushSpring Audience Console offers customers to build custom data segments by PushSpring's Personas segmented by Life Stage, Interest & Activity, Intent and Demographics; and, it provides the ability to add other custom data attributes including targeting by: app ownership, app genre, location, median income, language, and device type. We believe that providing our customers with deeper understanding of the consumer and the tools to create more targeted audiences provides marketers the ability to deliver a truly unique and interesting ad or experience to their user base.

Kristina: PushSpring has taken a strong stance on fraud-free mobile data, how do you substantiate your claims of fraud-free data?

Tyler: The way we see it, mobile fraud comes in three flavors: impression fraud, click fraud and install fraud. The techniques PushSpring uses to validate devices, IDs, and apps for successful fraud detection and elimination include:
• Traffic source quality scoring: Monitoring programmatic traffic sources for indicators of fraudulent impression and click activity, including presence of identified fraudulent devices and IDs.
• Device interrogation: Interrogation of basic device settings and attributes to eliminate invalid devices.
• ID-level activity pattern recognition: Monitoring device advertising IDs for known activity patterns associated with fraudulent impressions and clicks.

In a recent campaign analysis we found fraudulent or invalid devices on 41% of impressions available through popular mobile app exchange inventory. By applying basic widely used optimization techniques such as blocking inventory from apps with high fraud percentages, overall fraudulent in-app campaign traffic was reduced to less than 15%. However, with the application of PushSpring Fraud-Free TargetingTM data to the same campaigns, invalid devices were eliminated completely, reducing unattributable impression traffic to less than 3%.

Image via Shutterstock

Tags: appvertising, mobile marketing, mobile targeting, mobile trends, PushSpring

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