It’s another match made in mobile marketing heaven. On Thursday morning, 4INFO – a mobile advertising company – announced what it’s calling a strategic partnership with Datalogix – a leader in integrating database marketing and digital media.
The relationship, says 4INFO, will “enable real world segmentation-based reach and measurement within 4INFO’s AdHaven Audience Network.”
As a result of this partnership, AdHaven advertisers will be given additional audience reach opportunities, including new capabilities to sell their inventory using the mobile platform.
4INFO and Datalogix will provide brand marketers with the ability to define and reach mobile audiences based on Datalogix’s $1 trillion database of purchasing behavior. Custom models based on SKU-level purchase data allow brands to drive new customers or explicitly target existing ones on their mobile devices including smartphones, feature phones and tablets.
4INFO points to audience segmentation and reach as critical aspects in maximizing the results of digital advertising campaigns. The company references a recent comScore study to make their case. The report in question shows that online audience-based targeting results in a 514% lift in brand search within four weeks of ad exposure, compared to only 130% lift with contextual advertising.
“The next frontier in mobile is true audience targeting at scale,” said Zaw Thet, CEO, 4INFO. “Datalogix is the leader in bringing offline data to digital and this partnership with Datalogix provides a valuable new dimension of data to our extensive AdHaven Audience Network. DLX has extensive differentiation in the retail, CPG and automotive verticals and brands will benefit from targeted mobile advertising, as demonstrated by measurably higher ROI and campaign results.”