AOL launched an expanded set of mobile app marketing capabilities as part of its ‘ONE by AOL’ platform, enabling advertisers to programmatically target mobile app users and measure and attribute how and to what extent app advertising works compared with overall media spend.
“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 at AOL.
The company said that the tools particularly target app marketers looking at data driven user acquisition and retention strategies within their programmatic media buying, who want to measure the effectiveness in the context of marketing programmes across all channels.
Using the new products, advertiser data can be overlapped with AOL’s audience data, location targeting data, or any third-party sources to target and reach users on their mobile or other connected devices. Advertisers can also set up unique mobile audience targeting parameters and apply optimised spending recommendations to future ad buys.
The number of mobile campaigns run programmatically by AOL grew 227 per cent from Q4 2013 to Q4 2014, and 56 per cent of AOL’s customers are now running cross-screen or omni-channel campaigns, according to the company.