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BizReport : Advertising archives : April 06, 2016

Ad Roundup: Data, connection features of new releases

In today's advertising roundup: data and connection. Three announcements into the digital space should give brands additional data and connection points.

by Kristina Knight

First, Segment has launched the Sources tool, a cloud services platform built to offer better customer insight. The platform gives brands the ability to combine data across touch points - payments, email campaigns, purchases, etc - and then use that data to determine how each customer interaction leads to engagement.

"Most companies only analyze how users move through their website and mobile apps, but that's only a tiny sliver of their interactions with a company," said Peter Reinhardt, CEO and co-founder of Segment. "To build great customer experiences, companies must understand how each customer reacts to each touchpoint, whether that's in an email, sales call, or support ticket. This data has previously been stuck in siloed cloud services, and getting it out required months of engineering time. Segment Sources unlocks your data with just a few clicks."

And Searchmetrics has launched new tools for their software; the new tools will give brands insight into mobile app performance for both paid and organic search campaigns. The Mobile App Rankings will be the first to compare app performance against competitor apps. The tools allow brands to analyze app performance on iOS and Android devices to the regional level.

Meanwhile, MediaBrix has partnered with mobile game developer PlayDots for integrated brand ads to be made available through Two Dots. The contextually based MediaBrix Rescue Ad Unit will be used in the integration, giving consumers the ability to engage with ads relevant to t hem in exchange for full gaming abilities, in-app goods or other features.

"We are thrilled to welcome Two Dots to our diversified portfolio of app publishers, continuing to offer our brands new, high quality, engaging content to reach their consumers," said Ari Brandt, CEO and co-founder of MediaBrix. "Two Dots has a huge, sophisticated audience that is highly coveted by Fortune 500 brands. We're excited to help them monetize in a way that enhances user experience and encourages game play with more access to content. That way, the brands, the publisher, and the users all win."

Tags: advertising, advertising tools, MediaBrix, mobile marketing, mobile tools, Searchmetrics, Segment

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