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Reaching People: Mobile Audience Targeting to Improve Ad ROI

2015-11-20 14:28:52



Retargeting campaigns are extremely effective regardless of which platforms you run them on. Users are 70 percent more likely to convert from a retargeted ad because they are already familiar with the brand, products or services.

There was a saying that cookie targeting is about devices, while device ID targeting is about people. On the mobile side, user device ID plays an importance role in the audience targeting. It is by far the sole identify in a particular ecosystem. Audience targeting based on device ID provides better strategy for advertisers and allows for better optimizing.

It’s easy to create an audience targeting campaign with first-party device IDs uploaded on Avazu mDSP: Advertisers upload their device ID list. The list is composed of those who had visited or downloaded their apps earlier. Then mDSP will retarget these people, either focusing or excluding them in the next round campaign.

Let’s put it in a mobile game promoting scenario: One advertiser promoted a card game named A in the past, the system will take a record of those who downloaded game A and marked them as a group of users who were interested in card games. After a short time, when another card game B developed by the same company is about to launch. The platform will highly recommend B to that grouped users. That is what we called audience targeting, or retargeting. Because that group of users are more likely to download B than the rest.

Addition to the device ID targeting, IP targeting is another way for advertisers to target and exclude audiences. By creating white list and black list of the user device’s IP address, marketers can target their message to individuals.