PushSpring, an independent app-based mobile audience data platform, in recent days amassed its 100th millionth mobile device ID, a record high for the two-year-old company. They also recently raised $5 million in Series A investment led by Trilogy Equity Partners. Karl Stillner, CEO & Co-Founder (pictured below) answers our questions about mobile app v. mobile browser ads.
A: We know that app installations can signal a deeper, more personal connection to a user’s true interests and intents, when compared to mobile website visits. Installing an app on someone’s personal device requires customer choice and commitment. App discovery generally follows a process of word of mouth, app store rankings, word of mouth, etc. Uses will often research and discover apps based on app descriptions, reviews, and screenshots in the app store to determine if the app fits their particular needs. Finally, the decision to download and install the app is deliberate and one that comes only after a user has identified and proved some form of estimated utility that is compelling enough to allocate some precious physical device storage space to it.
Q: Do you think app-based targeting allows for more personalization?
A: Reaching users in an app-based context with app-based targeting, allows advertisers to leverage very personal interest signals. The signal strength associated with installation and ownership of an app creates an opportunity for marketers to provide greater levels of personalization and target customers more accurately and efficiently.
Finally, we also believe that marketers will start using mobile device data signals as a way to better inform desktop targeting from a number of ID graph solutions and cross-screen enablement platforms.
Q: Do you see any interesting trends in data purchases or custom segment request? Anything out of the ordinary?
A: The use of this data is extending into some really interesting arenas, including politics. We first heard about data science being applied to President Obama’s campaigns just a few years ago and can see measurable growth in the data savvy of many of the current political campaigns. It’s early in the presidential race, but from what we are seeing, we expect the use of our political segments to grow earlier than originally expected.
Additionally, as you’d expect, holiday-related segments are heavily in use already.
And finally, competitive, conquesting campaigns, in which marketers are able to directly target their competitor’s customer base, are also on the rise.
PushSpring provides audience targeting data, tools, analytics and intelligence to advertisers and mobile app publishers – via direct integrations with platforms such as Oracle, Lotame, Google’s DoubleClick Bid Manager, Trade Desk, and Centro’s Site Scout platforms.