More and more media publishers find that a majority of their digital traffic now comes through mobile devices – yet publishers and agencies still lack the measurement tools to accurately profile and target this audience. As younger, smartphone-first generations grow in income and spending, ad budgets will increasingly flow to mobile formats and platforms; data and metrics must keep pace.
With GfK’s Mobile Audience Match, clients can profile and segment smartphone and tablet users far beyond the usual age, gender and household income. Describing audience composition by site and app preferences, product use and ownership, brand affinities and psychographic categories is now no longer wishful thinking, but reality – with the help of gold standard data from GfK MRI. Thus, clients can reveal mobile-specific audience segments that improve media efficiency and guide mobile targeting specific to the publisher’s strengths and their advertiser’s goals.
Mobile Audience Match leverages passive measurement technology on the devices of 7,500 (and growing) U.S. mobile (smartphone and tablet) users. We collect mobile browser and application behavioral data and combine it with GfK MRI’s Survey of the American Consumer®, the leading source of media and consumer research in the United States.
GfK experts shared thought-provoking insights in their presentation at MPA this year. The Association of Magazine Media’s annual event is the primary gathering of magazine and media experts, driving thought leadership strategies to increase revenues and grow market share.
Take a look below to learn more about our presentation at MPA.
Mobile commands a growing share of digital ad dollars – but precision targeting is still just an aspiration in the handheld world. Demographic and behavioral data can only take advertisers halfway to their goal of smart mobile spending and ROI. GfK’s Mobile Audience Match infuses passively measured mobile data with the rich insights from MRI’s Survey of the American Consumer, creating a truly sophisticated mobile ad marketplace.
Missed the event? Click here to watch Kevin King's Facebook live stream recording.