Mediata And Skyhook Roll Out Geo-Location Partnership

Mediata And Skyhook Roll Out Geo-Location Partnership
Anne Lawler
By Anne Lawler
SHARE
THIS



Following a successful R&D and pilot program, Mediata and Skyhook Wireless today announced their international partnership to leverage Skyhook’s Hyperlocal IP positioning capabilities as part of Mediata’s proprietary digital audience targeting platform.

The results of the pilot demonstrate an average 20% uplift in performance metrics, across CPA and CPC campaigns, versus other IP location providers.

This partnership allows leading audience management platform Mediata to offer brands highly-granular geo-targeting across all devices with precision as fine as 100 metres on IP addresses served through Wi-Fi networks. Adding precise location to Mediata’s user profile data is a major step forward for brands seeking to reap the benefits of precision audience targeting at scale. For the past 10 months, the companies have been collaborating on a dedicated research project comprising 500 million impressions across multiple industry verticals.

Mediata ran the pilot with SKYHOOK’s Hyperlocal IP positioning capabilities with its Australian and New Zealand clients across Banking, Retail, Car Rental, Telecommunications and Real Estate verticals.

“Teaming up with the world’s leading location positioning company has already demonstrated very significant improvement in not only campaign performance, but also our audience intelligence,” said John Stones, head of product and innovation for MEDIATA. “Integrating SKYHOOK into our platform means we can more consistently reach the customers we are targeting. It also increases the accuracy of our post-campaign reporting, which in turn means more meaningful Insights for our customers and Campaign Management Team.”

“MEDIATA’s results prove the hypothesis that hyperlocal targeting drastically improves the signal of content,” said Kipp Jones, SVP of product and engineering for SKYHOOK.  “We are excited for MEDIATA and their customers and are looking forward to their roll-out across APAC.”

The platform integration has been completed in Australia and New Zealand.  Hong Kong and Singapore will follow in the next few weeks and it is expected full regional coverage across APAC will be available by the end of 2014.  This major announcement comes as MEDIATA is this week celebrating five years of leadership in the Australian digital audience management arena.

 

Please login with linkedin to comment

Diana Palmer Millennials

Latest News

WPP Q3 Revenues Fall 7.6% YOY
  • Advertising
  • Marketing
  • Media

WPP Q3 Revenues Fall 7.6% YOY

Work at WPP? Down to the last notch on your belt? Well, expect a little more tightening judging by these numbers.

Recommended

by B&T Magazine

B&T Magazine
Inner Health’s Iconic Blue Bugs Are Back In New Brand Platform Via VMLY&R
  • Media

Inner Health’s Iconic Blue Bugs Are Back In New Brand Platform Via VMLY&R

Inner Health has revolutionised its famous blue bugs as part of a new brand platform launching this week.  Developed by VMLY&R, the new platform ‘Listen to your Gut’ re-introduces the bugs in a whole new environment.  VMLY&R Client Service Director Jo Millington said the new platform aimed to reposition Inner Health as an overall health […]

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen
  • Media

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen

Insight-led communications consultancy, The Mint Partners has expanded its technology portfolio with the addition of luxury audio lifestyle brand Bang & Olufsen. Founded in 1925 in Struer, Denmark, Bang & Olufsen has pushed the boundaries of audio technology for almost a century. The company continues to be at the forefront of acoustic innovation with its […]

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson
  • Campaigns

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson

WA car and home insurer, RAC has launched a new campaign to show locals that they understand the priceless relationship members have with their belongings. Created by Wunderman Thompson Perth, the campaign titled ‘We See What You See’ uses computer generated imagery (CGI) to depict the unique relationship a family has with their insured items – […]

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix
  • Campaigns

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix

Paper Moose has created a campaign for the recently announced carbon-neutral telco brand, felix, due to go to market towards the end of the year. This is the first work from Paper Moose since winning a competitive pitch for the new TPG Telecom brand. The teaser campaign raises awareness of the nearly 1 million tonnes […]