Why It’s Time to Take Second-Party Data Mobile
Second-party data – you’ve read all about it. It’s that essential data set that enables transparent access to a trusted and relevant partner’s first-party data. In a nutshell, second-party data assures a cooperative relationship that can be preexisting (a brand that already sells through a retailer) or entirely new, creating a new means for advertising revenue and greater brand awareness. But because today’s consumers are both beginning and ending their customer journeys on mobile, the Q is taking its exceptional mass of mobile second-party shopping data and is putting to use by running truly personalized mobile campaigns.
According to a recent GfK study commissioned by Facebook, 45 perfect of all shopping behavior includes some form of mobile interaction, including doing research, comparing prices and making purchases. Among millennials, that number jumps to 57 percent. Moreover, Forrester Research reports that 1/3 of consumers are researching products on the go, revealing their purchasing intent on mobile. And it’s precisely the Q’s access to mobile’s shopping intent data that’s key to identifying our clients’ best prospects and perfecting location targeting for in-store purchases.
To further clarify, mobile users are doing initial research on products they are thinking of buying via mobile web – they’re not downloading an app in these early stages. Shoppers are also using their phones to find nearest store locations, or directions, to the nearest store location, implying that mobile captures intent as well as interest. At the same time, truly understanding the implications of taking the second-party mobile takes a little more work.
Let’s start by addressing some common misconceptions of mobile.
Cookie-based targeting? Entirely possible. In fact, cookies not only exist but allow the Q to provide the same best-in-class targeting capabilities across the whole of the mobile web.True story – third-party cookies are disabled by default on Safari for iOS, BUT we see hundreds of millions of cookied mobile web ad opportunities a day, including on Safari! Just like with data accessible through desktop initiatives, mobile audience targeted campaigns are perfected with our second-party audience cloud. ownerIQ sources shopping and buying data from the same trusted retail ecosystem used in your desktop campaigns, delivering the right mobile impressions to our clients’ best mobile prospects.
It’s really all about reaching the right consumers, at the right time, from any location or on the go. And delivering messages to active, engaged mobile users – as qualified by the Q’s half billion+ second-party mobile shopping insights – can certainly do the trick.
Moving on to the next misconception…
There are no cookies available in-app, which leaves us without optimization methods, right? Not in our world. ownerIQ is launching a channel specific algorithm for in-app, utilizing a click optimization strategy to model off those users who engaged with and clicked on our clients’ ad. Yup.
But one of the best use cases for programmatic mobile advertising is attaining location targeting, right? After all, more than 90% of all purchases are still made in-store, and 82% of shoppers use their smartphone to research purchases while IN the store. ownerIQ’s mobile solution applies a “shopper-first” methodology to our new location targeting capability called Geo-Weighting. Many location-based solutions rely on location data as their ONLY proxy for identifying intenders. The Q’s Geo-Weighting methodology considers users near a store but treats each user differently depending on individual interest and distance from that store.
The solution blends the more than half-billion mobile shopping behaviors we see monthly with lat/long user-level location data to deliver our clients’ messages to users in the right location with the propensity to buy! Clients no longer need to be constrained by a geo-fence and can combine the best of proximity and behavioral indices. Novel idea, right? And all the more valuable as users engage on mobile, quickly shifting shopping behavior with every step.
In the end, it’s not about mobile vs. desktop, it’s about being where your customers are shopping. Combining the right technology and the right data in today’s increasingly complex marketing landscape is an undisputable recipe for success. Adding the ingredient of mobile to the mix…well, that’s now a given.
Interested in learning more about ownerIQ’s second-party data mobile technology? We’ve got you covered.