According to an April report released by the Interactive Advertising
Bureau (IAB), mobile is the fastest-growing segment of the advertising
industry, with 2011 spending up 149 percent to $1.6 billion. But in
today’s multi-device landscape a one-solution campaign won’t cut it.
“As advertisers increasingly choose mobile as an integral part of their
strategy, the effectiveness of their efforts will depend on their
ability to apply the sophistication of online targeting and ad creative
to their mobile campaigns,” says Kurt Hawks, general manager at
Greystripe, a division of ValueClick Inc. (Nasdaq: VCLK) and the leading
mobile ad network.. “To do this, advertisers must partner with a
cross-platform digital marketing partner offering these solutions.
Greystripe’s industry-leading suite of online-to-mobile capabilities
that include: Audience Mapping, Audience Retargeting and Lightning
“We have created a proprietary suite of cross-platform advertising
solutions that allow advertisers to quickly and effectively apply online
capabilities to their mobile campaigns,” notes Hawks. “Employing these
solutions not only saves advertisers money and time, but they
significantly strengthen relationships with their most sought-after
Proprietary Targeting Solutions: Audience Mapping and Audience
Greystripe’s proprietary targeting solutions represent a crucial step in
helping advertisers find and attract their intended audiences. The
company leverages ValueClick’s industry-leading online data, including
the ability to target 204 anonymous behavioral and transactional
attributes per user from over 96% of users in the U.S. Greystripe’s
Audience Mapping and Audience Retargeting mobile capabilities can
provide advertisers with a robust picture of who they are reaching
across digital platforms.
Audience Mapping allows advertisers to target their mobile campaigns to
highly desirable audiences based on a proprietary mix of primarily
14-day transaction data. By using Audience Mapping, advertisers can
deliver the right message to their intended audience in the right place,
with accuracy up to a one-mile radius. Greystripe’s Audience Mapping
technology has demonstrated impressive results, with up to double the
click-thru rates as compared to standard campaigns.
Greystripe also goes beyond run-of-the-mill targeting capabilities with
its exclusive Audience Retargeting solution. Audience Retargeting
provides the unique ability to utilize an advertiser’s online data to
retarget their qualified audience across mobile devices.
“These targeting solutions are a reflection of ValueClick’s proven
online technology developed and continually enhanced over the last 14
years,” says Mike Schumacher, director of analytics and data for
ValueClick. “Because Greystripe is leveraging proprietary first party
data, its targeting capabilities are truly unmatched in the mobile
Greystripe’s targeting solutions are leading the charge in providing
advertisers with the ability to reach desirable mobile customers with
respect to their privacy. Greystripe and its parent company are active
advocates for consumer privacy. Jason Bier, chief privacy officer at
ValueClick, is a board member of the Network Advertising Initiative
(NAI), Bill Todd, president of ValueClick Media, a division ValueClick,
is a board member of the Interactive Advertising Bureau (IAB), and
Greystripe is a member of the Mobile Marketing Association (MMA).
Greystripe has also joined TRUSTed Mobile Ads, an initiative to provide
end-to-end privacy management solutions that allow advertisers to deploy
innovative advertising capabilities while also providing consumers with
transparency, choice and control over the use of personal information.
Greystripe continues to lead the market with its unmatched Lightning
Technology, the only way to deliver online creative across multiple
mobile platforms, including Android, iPhone and tablet devices. By using
Lightning Technology, advertisers save an average of two weeks’ time and
effort developing new mobile creative and gaining client approval.
“The bottom line is that advertisers are making a colossal shift toward
mobile ad spending,” said Hawks. “At the same time, online solutions
provide advertisers with mountains of relevant data. So implementing
cross-platform solutions is no longer optional for advertisers looking
to succeed. It’s mandatory.”
Greystripe is the leading mobile ad network generating exceptional
results for brands. Greystripe delivers high engagement and
sophisticated targeting solutions for brand marketers, maximum revenue
for publishers and app developers, and the best ad experience for users.
Through their proprietary advertising platform, Greystripe serves
billions of full-screen impressions to over 85 million monthly touch
device users across more than 10,000 applications and mobile websites.
For more information, please visit www.greystripe.com.
About ValueClick, Inc.
ValueClick, Inc. (Nasdaq: VCLK) is one of the world’s largest digital
marketing companies. Through a unique combination of data, technology
and services, ValueClick increases brand awareness and drives customer
acquisition at scale for the world’s largest advertisers, and maximizes
advertising revenue for tens of thousands of online and mobile
publishers. ValueClick’s brands include Commission Junction, ValueClick
Media, Dotomi, Greystripe, Mediaplex, Smarter.com, CouponMountain.com,
Investopedia.com, and PriceRunner. The Company is based in Westlake
Village, California, and has offices in major advertising markets
worldwide. For more information, please visit www.valueclick.com.