Future of Mobile Targeting

I’m 21 - based in Johannesburg and usean iPhone on the Vodacom network.

is your brand relevant to me?

I’ve thrown in my age to increase the probability of relevancy

some information remains constant

• handset information• location (country and city)• network operator• date and time

some information remains constantwe can almost always get our hands on the following real time information

device targeting

• make and model• operating system• messaging capabilities• browser capabilities• multimedia capabilities

device targeting

knowing handset information assists in displaying ads correctly too

location based targeting

• specific events• nearby stores• small / local brands

location based targeting

location targeting enables small brands to play the game too

network targeting

• network operator• wifi targeting• network specific capabilities

network targeting

wifi usage is growing on smart phones

time targeting

• specific events• targeting during peak times• your audiences’ usage time

time targeting

date and time targeting can also optimize ad spend

I’m a 21 old male based in Johannesburg and use an iPhone on the Vodacom

network. I am interested in sport, music, movies, business and technology.

is your brand relevant to me now?

varying information

• demographic information• contextual data• publisher profiles• social network profiles• network operator profiles

varying informationthis information is gathered from various 3rd parties

I’m a 21 old male based in Johannesburg and use an iPhone on the Vodacom

network. I am interested in sport, music, movies, business and technology.

I am on prepaid and I call more than I sms.

is your brand relevant to me now?

I’m nowhere near the coast, don’t show me a surf board ad!

to obtain relevancy one must mix technology components and demographic

information precisely.

relevancy is a mixture

the more data you have, the higher the probability of relevancy

measure and analyze

• try several targeting options• measure the success of each option• analyze the successes• optimize the failures• ultimately follow the numbers

measure and analyze

targeting and privacy

let them come to you?

• top handsets in south africa• Samsung E250• Motorola V360• Nokia N70• use all the tools, see which fits best

take this home

THANK YOU

Tyler Reed mobile: 082 664 7797 email: tyler@tinyimpact.com blog: www.tyler.im company: www.tinyimpact.com 20th of July 2009

For your time

about TinyImpactTinyImpact is a company dedicated to enabling the mobile web and mobile applications throughadvertising, analytics, commerce and publishing. Currently, TinyImpact has a large focus on mobileadvertising, offering a self serving mobile ad server with ad network aggregation capability.