Thanks to the proliferation of smartphones, mobile data has become one of the richest forms of data for marketers trying to reach new customers. But with upcoming headwinds and changes in privacy regulation, mobile data is about to become all about people, argues smrtr’s co-founder and CTO Boris Guennewig in this piece.
It’s hard to even remember what life was like before smartphones.
The launch of 3G, then 4G networks, coupled with the development of ARM microprocessors saw mobile phones transform from single-dimensional devices into miniature computers in just a few years.
As we know, where there is digitisation, there is data – and mobile data has emerged as a rich form of data for advertisers and marketers looking to find on the go customers.
So how is mobile data collected? And how can you use it to find new customers?
How is mobile data collected?
Mobile data is mostly collected in two ways. If a phone is operating Apple’s iOS system, the Identifier for Advertising (IDFA) is used to track a user’s activity for advertising purposes. On Android devices, Google’s Advertising ID, the AAID, is used to build a unique user profile. Like a third-party cookie, the IDFA and AAID is used by advertisers to target and measure the effectiveness of ads.
Given the sophistication of smartphones, mobile data can come in many different forms. It might be data from the device itself, such as GPS, from apps that are downloaded to the device (known as native mobile) or from web browsing.
Given the pervasiveness of smartphones, this data is very rich and can be used in multiple ways. For example, it could be possible to build a segment based on people who wake up early, using data from a phone’s alarm clock. This could then be used to sell products or services that are of interest to these ‘early risers’. Alternatively, GPS data can be used to target customers in real-time with optimal timing. Serving an ad for your restaurant’s lunch special as someone is approaching at lunch time will give you every chance of acquiring new customers. Such targeting, of course, is only possible if the end user has consented to their data being used and receiving such suggestions.
A connected world
The rise of mobile has – to some extent – come at the detriment of web browsing. In 2016, StatCounter revealed that global mobile and tablet browsing had reached 51.3 percent, meaning that mobile had surpassed desktop as the preferred channel for the first time. As of January 2021, StatCounter has mobile at 55.55 percent and desktop at 41.61 percent.
With usage divided between mobile and desktop, marketers now face the challenge of marrying up data from multiple devices. With cookies having traditionally limited effectiveness on mobile and IDFA/AAID existing specific to mobile, the data used to target new and existing customers is very device based.
If this data is successfully combined, user profiles can become incredibly rich and effective for advertisers. But this is easier said than done.
It’s for this reason that marketers are now talking about people-based marketing, as a way to move past the dependency on devices and start building user profiles that show facts about an actual person, not how they use a device.
With third-party cookies set to be deprecated by Google by next year and with Apple currently finalising the removal of the IDFA, the need to move from devices to individuals has never been greater.
At smrtr, we are constantly sourcing looking at behavioural data, particularly ‘second party data’ which we source from companies that are looking to commercialise their data sets. and how tThis can be used to build relevant audience segments that are compliantly onboarded into digital environments.
This is why we are all about people based marketing. We focus heavily on ‘offline’ behavioural data – such as transactions – to help us paint a picture of an individual’s traits and characteristics, rather than their online browsing habits. As we are able to anonymise all of this data and provide it in an aggregated manner, we can protect an individual’s privacy while still helping our partners find valuable new segments.
Our data universe covers compliantly sourced demographic, socio-economic, transactional and location information of 16 million Australians, which can be used to help you find the right customers.
To find out more contact us and we’ll be in touch by the next working day.
Today, Integral Ad Science (IAS), a global leader in digital ad verification, released its Media Quality Report (MQR) for H2 2020, providing transparency into the performance and quality of Australian digital media, alongside global comparisons. Integral Ad Science’s H2 2020 MQR highlights brand safety, ad fraud, and viewability trends across display, video, mobile web, and […]
Quintis Sandalwood has appointed Illuminate as its global PR partner following a competitive pitch process. Proudly Australian, Quintis produces and markets Indian Sandalwood oil, logs, chips and powder products across the world to major companies in industries such as fragrance, aromatherapy, cosmetics, handicrafts and Traditional Chinese Medicine industries. Illuminate will be responsible for a global communications […]
Hopefully the weekend has given everyone enough time to recover from B&T’s 30 Under 30 awards and prepare themselves for our official photo dump! We shared some of the highlights last week, and now you can peruse all of the pictures taken on the night. Thank you to everyone for attending this year’s awards, and […]
Kinderling Kids Radio (Kinderling) has announced the completion of its move from DAB+, where it launched six years ago, to a direct-to-consumer streaming model, accessible online or through the Kinderling Kids iOS and Android app. The Parent Brand, the parent company of Kinderling Kids and Babyology, made the decision to shift as streaming and on-demand […]
Most people over 60 stay on top of their health with regular check-ups. Whether it’s eyes, prostate or breasts, they realise at their age it’s important. But one that gets ignored is hearing. They’d rather live with gradual hearing loss, and continually ask what, huh, pardon or sorry until it seriously impacts their life and […]
Creative communications agency Connecting Plots has been appointed by Casella Family Brands to handle the social media accounts for [yellow tail] wine in Australia. The win follows an audit of the Casella Family Brands social activities, which led to [yellow tail] rethinking its approach to social media and how it aligns with its overall marketing […]
v2food, has appointed HERO’s B.B.E as the lead strategic and creative agency for the brand following a competitive pitch process. v2food is an Australian pioneering food technology business with a global vision to feed the planet sustainably. After launching nationally in 2019, v2food has been on a mission to offer Australians an easy alternative to meat […]
Magnite (Nasdaq: MGNI), the largest independent sell-side advertising platform, today announced it has been working with Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle, to scale first party identifiers in privacy-safe ways. With the pending elimination of third-party cookies, the industry must establish future-proof identity solutions for publishers and buyers.
The Commercial Producers Council is delighted to announce the appointment of Martin Box (pictured) as its new Co-Chair, effective immediately. Box, Head of Production at Airbag, joins Co-Chair Pip Smart, and fills the vacancy left by Lucas Jenner who steps aside from the Co-Chair role after four years of service, in accordance with the CPC’s […]