AOL has expanded its ONE marketing platform platform, letting advertisers to programmatically target mobile app users, as well as measure and attribute how and to what extent mobile app advertising works compared to overall media spend.
The addition of these tools to the ONE by AOL platform allows advertisers to programmatically target mobile app users, as well as measure and attribute how and to what extent mobile app advertising works comparative to overall media spend.
The new capabilities are particularly geared for app marketers focused on data driven user acquisition and retention strategies within their programmatic media buying while measuring the effectiveness of those strategies in the context of their marketing programs across all channels, including TV.
“Mobile, particularly within the app environment, is an increasingly important piece of marketers’ media spend, and we are excited to expand the options our customers have to tap into that highly engaged audience,” said Don Kennedy, President of Advertiser Platforms. “AOL’s commitment to an open ad ecosystem allows us to plug in leading partners like Kochava and Tune into the ONE platform, with the ultimate goal of simplifying the technology for advertisers and helping them maximize and measure their marketing return on investment.”
“Data is vital to making real-time marketing decisions, especially on mobile where people are spending more of their time every day,” said Alfred Van Hoven, Vice President of Interactive at Camelot Communications, a leading marketing and media services company that works with brands including 7-Eleven, Intuit, the NFL, and Southwest Airlines. “Working with AOL, we’re able to bring together technology-centric solutions with big data, allowing for much smarter advertising in mobile, a better brand experience with those audiences, and, ultimately, greater value for our clients.”
AOL’s programmatic mobile app targeting is available as a managed service for advertisers and puts data to work to accomplish their business goals. Within ONE, advertiser data can be overlapped with AOL’s audience data, location targeting data, or any third-party data to programmatically target and reach users on their mobile devices, or other connected devices.
Advertisers can also set up unique mobile audience targeting parameters, such as targeting users that have downloaded their app but haven’t signed up, bought anything or used a service.
The number of mobile campaigns run programmatically by AOL grew 227 percent from Q4 2013 to Q4 2014, and 56 percent of AOL’s customers are now running cross-screen or omni-channel campaigns. U.S. mobile app install ad spending is set to hit $3 billion this year, comprising more than 10 percent of total mobile ad spending, according to eMarketer.