Real-Time Weather Targeting for Mobile Ads: AppAudience Case Study

Mobile data layer generates 1.7x lift in CTR for CPG Client using weather data to power dynamic creative for only $0.12 per CPM.

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The mobile display campaign delivered via AppAudience’s real-time weather sustained an average of 1.7x lift in CTR over the industry average for a 320x50 ad unit.

New York, NY (PRWEB) July 30, 2014

AppAudience, a product of Human Demand, is pleased to announce a new case study highlighting the effectiveness of its mobile data layer. A leading Consumer Packaged Goods (CPG) brand leveraged AppAudience’s data layer to serve dynamic creative based on current and forecasted weather conditions and temperature in real-time for a mobile ad campaign. As a result, it increased its Click Through Rate (CTR) when impressions served correlated with sunnier & warmer, local weather - thus informing the brand to invest more heavily in future paid marketing efforts with weather enabled as a targeting attribute across mobile.

AppAudience’s technology and proprietary dataset enriches bid requests in real-time, providing advertisers and brands the ability to have a foundational understanding of 100% of in-App ad requests through DSPs, SSPs, Networks and Exchanges. AppAudience data can be leveraged for both audience targeting for mobile and tablet campaigns, in addition to driving the decisioning of dynamic creative.

Human Demand announced the decoupling of its proprietary data layer, AppAudience, last month and named initial launch partners last week, including: Nexage Connect, Inneractive, AerServ, Motrixi Media Group, and Matomy and its technology provider AppNexus.

AppAudience’s initial launch was supported with a case study demonstrating a 2.68x lift in CTR demonstrating the data layer’s ability to outperform contextual and mobile targeting to help clients achieve superior ROIs. A leading national insurance company leveraged AppAudience’s data layer to target its desired audience, increase efficiency and improve campaign lift on mobile. As a result, AppAudience data outperformed the control group on both iOS and Android, resulting in an average Click Through Rate (CTR) lift of 2.68x.

Download our first case study here: http://appaudience.com/Auto.

AppAudience’s second published case study focuses on the availability of real-time weather data being leveraged by brands to i) increase the ad effectiveness of its target audience, and ii) serve an in-context, on-time, and relevant mobile advertisement. - and the results speak for themselves:

The mobile display campaign delivered via AppAudience’s real-time weather sustained an average of 1.7x lift in CTR over the industry average for a 320x50 ad unit. AppAudience was not only able to meet the campaign targeting objectives based on audience demographics and delivery of dynamic creative based on current weather conditions, but was able to fill the campaign and deliver in full given the data layer’s ability to enrich 100% of in-app, mobile inventory.

“Our clients are well-versed in audience segmentation and targeting thanks to the robust capabilities AppAudience provides," said Keith Petri, SVP Strategic Partnerships for AppAudience. “With the additional targeting layer real-time weather provides, we encourage advertisers to overlay the current and forecasted temperature and weather conditions to further enhance the campaigns performance and efficiency.”

AppAudience data not only performs, but makes financial sense for both brand focused and direct response campaigns by being priced at $0.12 per CPM and providing 100% coverage of mobile ad requests - compared with data fees ranging from $0.80 to $2.00 CPM from competitive datasets that typically cover less then 20% of mobile ad requests.

To learn how you can benefit from partnering with AppAudience, please contact Keith Petri, SVP Strategic Partnerships at AppAudience.

Download the AppAudience Weather Case Study: http://appaudience.com/Weather

About AppAudience
AppAudience’s proprietary data layer enriches mobile bid & ad requests in real-time, providing marketers the ability to have audience insights on 100% of the mobile inventory seen through DSPs, SSPs, Networks and Exchanges. The AppAudience data is leveraged by advertisers to increase addressable inventory, improve efficiency, generate significant performance lift and power the delivery of dynamic creative. AppAudience is a product of Human Demand. For more information, follow us @HumanDemand & @AppAudience or visit us at http://www.HumanDemand.com or http://www.AppAudience.com.


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