Jeff Richardson, product marketing manager at Kochava, looks at the value of mobile-first data in building and targeting audiences.
Today's consumer lives in a world of always-on connected devices with an array of content deluging them at any given time – from ads on their phone when they first wake up to a TV spot over the morning news to a billboard on the side of the road during their commute.
In the competitive consumer landscape, brands must understand how ad dollars equate to meaningful customer engagements that satisfy the bottom line, no matter where those ads may live. Often, this means relying on an ad partner to fulfill a brand’s ideal audience composition.
The advent and rapid-fire growth of mobile has led to sweeping changes, as well as giant strides for marketers in the consumer’s path to purchase. Moving across devices and online and offline channels is our new reality. As a result, our approach to measurement has necessitated an evolution as the old, traditional way no longer measures up.
Leading marketers driving strong growth understand the value of having complete transparency into their data-driven marketing efforts, with measurement and attribution at the top of the priority list. Kochava was born out of this concept: secure, real-time data solutions to measure and optimize your marketing efforts. And, with great advancements in our platform and a deep ecosystem of preferred technology partners, we empower brands to measure the effectiveness of their advertising efforts across linear platforms and connected devices.
In 2018, there were approximately eight networked devices per person, a number expected to climb to 13.6 per person by 2022, according to Cisco VNI 2018. And with the rise of the Internet of Things (IoT) and smart home devices, which function as voice-enabled web browsers among other things, this means that many of these devices are shared among members of a household. Marketers understand the value of this interplay, not only in how they measure campaign effectiveness, but also in how they target new audiences.
Enter the Kochava Collective, the largest independent mobile-first data marketplace by volume, with more than 1 billion monthly active users, spanning over 7 billion devices. Offering audience targeting and data enrichment that global brands, demand-side platforms (DSPs), and others rely on for critical insights into user behavior, the Collective now includes device householding, wherein devices are grouped, based on a shared location. This offers new capabilities to target all devices within a given household and/or suppress future targeting for household-level services when one or more household members have already converted.
Broaden audience reach with householding
A direct-to-consumer (DTC) women’s apparel brand had previously been running pay-per-click ads, but wanted to expand their marketing to gain a competitive edge in the niche world of subscription eCommerce sales. When they discovered the Collective, they saw numerous audience discovery solutions. Using Audience Builder, they selected “interests and behaviors” and ”women’s fashions” and received a list of millions of devices to target – not a bad place to start a campaign. They selected their preferred ad partner, securely synced the target audience, and instantly activated an acquisition campaign.
To expand their reach, they tapped into the Collective’s householding capability and identified the additional devices mapped to the same households as their prior audience. This way, they could target beyond their female audience and reach the male consumers in the household as well – just in time for the holidays.
Make the Collective your secret weapon
Whether buying a prepackaged audience, creating a lookalike from your best users, finding users of your competition, or building your own based on rich criteria filters, the number of ways to grow your user base via the Collective offers untapped potential.
Thanks to advancements in measurement and audience segmentation, marketers have a variety of options to fundamentally change how they reach their target audience on the path to purchase. And as the old cliché goes, in mobile marketing, we’ve only just begun.