Roy Morgan Research and Big Mobile have melded their profiling data to create an “Australian first in mobile advertising”.
The combination of Roy Morgan’s Single Source and Helix Personas with the independent mobile agency’s Profile+ data has shown engagement levels lift by up to 47%.
Conversion rates lifted by 47%m dwell time by 38% and interaction rate by 15% according to the testing whi was carried out in a number of verticals including travel, finance and technology.
Big Mobile’s head of data science, Dr John Hawkins said: “These results show the great advantage of data driven capability in mobile advertising to increase campaign engagement levels and drive ROI.”
Graham Christie, group commercial director and partner at Big Mobile, added: “Not all audiences are equal and advertisers are rightly becoming more discerning towards spend. This partnership delivers a market leading product that enables brands to connect with real potency.”
Tim Martin, digital director client services at Roy Morgan Research, said: “This test clearly demonstrates that using our predictors generates a substantially increased audience engagement for mobile advertising.”