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BizReport : Mobile Marketing : February 02, 2015

Mobile Roundup: New tools to cross devices

The mobile space is expected by many to have a big year in 2015. While most American's have had smartphones for a while now, tablets continue to gain share and the market outside the US continues to boom.

by Kristina Knight

According to comScore 66% of US consumers now own a smarthpone, a 7% increase since October of 2014. Two new releases into the mobile space could help marketers better target and engage through mobile campaigns.

First, Marin Software has launched a new targeting solution set to cross devices. Called Marin Display, the platform is set up to help brands push campaigns across devices while maintaining a consistent message within the ad.

"It's now common for consumers to use multiple devices when engaging with a brand" said Matt Ackley, chief marketing officer and senior vice president of product at Marin Software. "In the past, an advertiser wouldn't be able to detect when a site visitor switched devices. With Marin Display, we're empowering advertisers with this capability and then letting them reach consumers with consistent messaging wherever prospects go."

Marin Display is integrated with Nexage, MoPub and other top mobile ad exchanges.

Meanwhile AppLife has launched their new DataLift platform. Through DataLift mobile marketers can gain better insights into campaign performance, including the lifetime value of consumers engaging with the ads. This kind of detail can help brands figure out if their targeting strategies are performing at optimum levels.

Image via Shutterstock

Tags: AppLife, comScore, cross device advertising Marin Software, mobile device trends, mobile marketing

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