The targeting methods associated with mobile advertising are efficient at best, but a new partnership promises to up the ante significantly.
Mobclix, a mobile-ad exchange, has partnered with Nielsen to integrate its immense amount of ad-targeting data within it’s platform to provide mobile advertisers a targeting capacity like never before. Nielsen’s proprietary “PRIZM,” and “ConneXions” consumer targeting methods will be available to Mobclix to then resell to mobile ad networks and publishers.
Nielsen’s PRIZM is built around a database that segments markets by lifestyle and consumer behavior based on data collected via cookies, while ConneXions delegates consumers into 53 different demographic categories. Under the new partnership, these targeting capabilities — once only available for Online and traditional advertisers and publishers — will be available for mobile ad-buyers as well.
With Mobclix having the capability to resell Nielsen’s data, it will now be possible to serve varying mobile ads to 150 different consumer audience segments. “The need to have precise marketing within mobile marketing strategies has become critical for survival,” Mobclix co-founder Krishna Subramanian said in a statement regarding the partnership. “The enhanced precision enables advertisers and ad networks to produce greater advertising ROI and gives mobile publishers higher CPMs from premium ad buys.”
Nielsen has worked long and hard perfecting it’s targeting strategies, polling hundreds of thousands of people in the real world along the way- reaching some 890,000 households all toll at this point. Online ad-buyers have been utilizing Nielsen data very effectively for a while now, and integrating with a mobile ad-exchange was the next logical step in its advancement.
While it’s unclear just how Mobclix will make Nielsen’s data available via its exchange, it will undoubtedly bolster mobile ad-targeting in general, reaching other ad-networks and publishers eventually, and helping to make mobile advertising in general that much more effective.