Today Greystripe, a mobile ad network delivering brand focused results
and a division of ValueClick Inc. (Nasdaq: VCLK), is announcing
ValueClick Audience Mapping. This new proprietary targeting technology
bridges ValueClick’s expansive anonymous online tracking data to the
mobile sphere allowing brands to easily reach their target audience
across multiple platforms.
For advertisers, this new technology represents a crucial step in
finding and attracting their intended mobile audience. Greystripe has
leveraged the expansive online advertising data of its parent company,
ValueClick Inc., to apply the information to its mobile campaigns.
ValueClick’s Data Management Platform consolidates 14 years of expertise
and data, billions of dollars in online transactional data, and access
to more than 200mm anonymous user profiles in the U.S. This provides
advertisers with a robust picture of who they’re targeting on mobile
“The market is demanding a cross-platform advertising solution. Seeing
this opportunity, ValueClick and Greystripe came together one year ago.
Today, we are proud to announce new targeting capabilities that
highlight the incredible synergies of the combined companies. This is
truly an example where the whole is greater than the sum of its parts,”
said Bill Todd, president of ValueClick Media.
How does Audience Mapping Technology deliver results?
ValueClick’s Data Management Platform enables unique targeting
capabilities that result in 5.5 times the lift in unaided awareness and
increases purchase intent by as much as 73 percent when compared to
other online norms.
To do so, Greystripe analyzes hundreds of attributes and behavioral
patterns of online users, including site traffic, clicks and conversions
on ads. It then sorts the information into audience segments and
identifies areas with a high concentration, or “hot spots” of each
audience. These hot spots allow advertisers to deliver their message to
an audience with accuracy up to a one-mile radius. ValueClick Audience
Mapping has doubled click-thru rates compared to run of network mobile
"For a long time, mobile and PC advertising existed independently of
each other. Utilizing online data to target audience segments on mobile
devices will make life easier for advertisers, who will benefit from the
existing data on PC advertising," said Vikrant Gandhi, senior industry
analyst at Frost & Sullivan.