Qriously Launches Opinion Targeting Platform

Qriously, the real-time opinion startup, has officially launched its “Opinion Targeting” mobile advertising platform. The platform poses questions to smartphone users, who, by their responses, self-select the ad that is subsequently shown to them.

The launch comes after a 12-month trial of Qriously’s question-based methodology. The trial fed into the development of tools to measure the effect that Opinion Targeting has on brand lift. These are offered to advertisers as part of the platform. In May, the firm raised $3.5m (£2.3m) from Accel & Spark to expand its European and US footprint.

Qriously says that Opinion Targeting enables brands to determine consumers’ genuine preferences and uncover consumer intent, which it then matches with mobile ads. Its platform reaches 300m consumers globally, including 75m in the US, through in-app and mobile web inventory. The firm has served more than 200m questions to date.

One Qriously advertiser is Lexus, which incorporated Opinion Targeting in a brand test for its CT luxury compact hybrid. The auto-maker’s media agency, ZenithOptimedia, asked Qriously to find consumers in-market for a vehicle in the same class.

An Opinion Targeting campaign located 25,000 interested consumers, asked them a question, then showed a relevant ad solely to those indicating interest. Intent to test drive the vehicle by consumers who had seen the Lexus Opinion Targeting campaign was compared with a random smartphone population. The campaign was responsible for a 31.7 per cent relative lift and 7.27 per cent absolute increase in intent to test drive the Lexus CT.

“Opinion Targeting protects consumers from ad-irrelevancy and shifts mobile display advertising from passive to participatory,” said CEO, Qriously Chris Kahler. “By sharing ads only with those consumers who are genuinely interested in seeing them, Opinion Targeting is a truly respectful way for a brand to connect with consumers through mobile display.”