Future of Mobile Targeting

I’m 21 -based in Johannesburg and use
an iPhone on the Vodacom network.
is your brand relevant to me?
I’ve thrown in my age to increase the probability of relevancy

some information remains constant

handset information
location (country and city)
network operator
date and time

some information remains constant
we can almost always get our hands on the following real time information

device targeting

make and model
operating system
messaging capabilities
browser capabilities
multimedia capabilities

device targeting
knowing handset information assists in displaying ads correctly too

location based targeting

specific events
nearby stores
small / local brands

location based targeting
location targeting enables small brands to play the game too

network targeting

network operator
wifi targeting
network specific capabilities

network targeting
wifi usage is growing on smart phones

time targeting

specific events
targeting during peak times
your audiences’ usage time

time targeting
date and time targeting can also optimize ad spend

I’m a 21old malebased in Johannesburg and use an iPhone on the Vodacom network. I am interested in sport, music, movies, businessand technology.
is your brand relevant to me now?

varying information

demographic information
contextual data
publisher profiles
social network profiles
network operator profiles

varying information
this information is gathered from various 3rd parties

I’m a 21old malebased in Johannesburg and use an iPhone on the Vodacom network. I am interested in sport, music, movies, businessand technology.
I am on prepaid and I call more than I sms.
is your brand relevant to me now?
I’m nowhere near the coast, don’t show me a surf board ad!

to obtain relevancy one must mix technology components and demographic information precisely.
relevancy is a mixture
the more data you have, the higher the probability of relevancy

measure and analyze

try several targeting options
measure the success of each option
analyze the successes
optimize the failures
ultimately follow the numbers

measure and analyze

targeting and privacy

let them come to you?

top handsets in south africa
Samsung E250
Motorola V360
Nokia N70
use all the tools, see which fits best

take this home

THANK YOU
For your time
Tyler Reed
mobile: 082 664 7797
email: tyler@tinyimpact.com
blog: www.tyler.im
company: www.tinyimpact.com
20thof July 2009
about TinyImpact
TinyImpact is a company dedicated to enabling the mobile web and mobile applications through
advertising, analytics, commerce and publishing. Currently, TinyImpact has a large focus on mobile
advertising, offering a self serving mobile ad server with ad network aggregation capability.