RadiumOne Launches ‘Connect’ To Help Marketers Integrate Programmatic Into Apps

RadiumOne Launches ‘Connect’ To Help Marketers Integrate Programmatic Into Apps
Ebony Beaton
By Ebony Beaton
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RadiumOne has announced the official Australian launch of Connect, its software-as-a-service (SaaS) solution that helps app creators and brand marketers capture in-app user data and act on it, programmatically.

RadiumOne APAC commercial director, Patrick Darcy, said the launch of Connect is the next step in the company’s unique solution to connecting brands investment into their owned and earned channels with paid media effectiveness.

“Until now there has been no way for brands to immediately act on the data insights they’re gathering from app users,” said Darcy.

“Consumer attention has a shelf life – intelligence can go from valuable to useless in a matter of hours. Speed is critical and timing is everything. Data must be aggregated, processed and fed into a programmatic media delivery as quickly as possible to reach users across the open Web and mobile while they’re in the right mindset,” he said.

“Connect is directly integrated with Activate, RadiumOne’s data management and media delivery platform. Together, we are able to offer a world-first solution for marketers and app creators to activate their audience analytics data in real-time,” said Darcy.

Connect fuses install tracking, user engagement analytics, geo-location, and push notification capabilities into a single operating system.

It offers a single, Web-based dashboard that unifies data from these functions to reveal real-time insights within seconds.

With more than 100 million active devices already using the solution in its beta phase, the software has proven extremely effective in simplifying app management and converting in-app interest and intent signals into improved marketing ROI outcomes for brands.

Dan Michelson, innovation and capability Lead at O2 said, “The RadiumOne Connect solution is great for tying together user analytics, geofencing, and push notifications for the MyO2 mobile app in one UI, and eliminating the tangle of multiple SDKs and data sets.”

“The option to use all this data instantly for mobile user acquisition and re-engagement campaigns makes Connect a strong proposition for us. I consider Connect an important part of our digital armory now and moving forward,” said Michelson.

“There are too many silos between mobile tools and functions. Connect was designed to eliminate the tangle of multiple SDKs (Software Development Kits) and data sets,” added Darcy.

The combined Connect and Activate solution allows marketers to make immediate use of analytics data to reengage and expand their pool of users with highly personalized messaging across channels – including in-app push notifications and out-of-app Display advertising.

The software automatically segments audiences based on common actions, such as grouping all users who have added a product to a shopping cart, shared content, or made a purchase. Geo-location insights are also revealed so that app creators can correlate data about where their app users congregate in the real world and data about app engagement and push notification responses.

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