How Top Publishers Use Mobile AppGraph Data To Drive Ad Targeting

How Top Publishers Use Mobile AppGraph Data To Drive Ad Targeting

Facebook, Twitter and Snapchat have been using the app inventory of mobile devices  (or AppGraph) to drive targeting and performance for advertiser campaigns for a while.  YouTube has also joined the ranks of top publishers using the AppGraph to drive results.

Diya Jolly, Senior Director of Product Management at YouTube

Diya Jolly, Senior Director of Product Management at YouTube

According to TheDrum:  Diya Jolly, director of product management at YouTube and product lead for monetizing the site, detailed the launch of the new tools: Custom Affinity Audiences; Director Mix; Video Ad Sequencing; plus updates to how it works with measurement tools from Nielsen and Oracle.

Custom Affinity Audiences is a targeting tool that lets advertisers segment and target YouTube viewers based on intention signals derived from their search history or the kind of mobile apps they have installed.

Earlier this year, YouTube also eliminated the use of 3rd Party pixels from the platform.   For marketers who used cookie-based ad serving or DSPs, the impact was immediate and reduced their cross-device capabilities.

Walled Garden:   When YouTube was just a bunch of home videos of kids falling off skateboards, Google made YouTube very open.  Now, YouTube is one of the premier platforms for video content distribution so stopping data leakage became a priority.    The combination of Custom Affinity Audiences and eliminating 3rd Party pixels clearly demonstrates YouTube is setting itself up as a walled garden where you can target all sorts of data but you can’t take it with you.

Skydeo AppGraph for In App Ad Sales

Imagine you run ad sales or ad operations for a publisher selling video ad units or rewarded video.    Maybe you offer advertisers some interesting first party data (like a rainy day segment from a weather app) but chances are the targeting options your company is offering is the same as they were on desktop – placement,  volume, some outdated cookie audience metrics from Comscore or Nielsen.

Facebook and YouTube have raised the bar with superior targeting capabilities.  Advertisers can reach their competitors’ users directly as well as drive high value, look-alike audiences from affinity insights.    Assuming you have the audience and scale, how do you plan to compete without the same type of targeting?

For publishers looking to close more in app opportunities in Q4, Skydeo AppGraph lets you respond intelligently to RFPs and sell/serve ads just like Facebook/YouTube.  Whether by single campaign or always on, we can easily integrate with your ad server, DFP or DMP.

Contact Skydeo for Ad Sales

 

 

 

Who is using Bitcoin?  Skydeo Insights by Apps, Age, Gender & Net Worth

Who is using Bitcoin? Skydeo Insights by Apps, Age, Gender & Net Worth

Who is using bitcoin?   Who is investing in ICOs  (initial coin offerings)?

Skydeo recently posted an analysis that showed heavy usage of bitcoin apps by people who owned Teslas.  Those results and Twitter conversations including RunKeeper founder Jason Jacobs , Luma Partner’s Terry Kawaja and Media Ocean’s Bill Wise sparked our interest so we conducted research into bitcoin users and people who might also be investing in ICOs.   While we were preparing the analysis, coin offerings heated up to the point where China banned ICOs  because they have  “seriously disrupted the economic and financial order.”

By the numbers:

Bitcoin ICO Skydeo Insights

Skydeo surveyed over 100,000 bitcoin users from our panel of 607 million mobile devices.

  • 86% of bitcoin users are Male.
  • 65% of bitcoin users are between ages 18-34.
  • Just 9% of bitcoin users are over age 45
  • Only 9% meet the the $1M Net Worth requirement for accredited investors.  If ICOs are securities then 91% of bitcoin users would not qualify by that standard.  They might meet income requirements however.
  • If you use bitcoin you are 67% to 200% more likely to have a net worth over $1 million.
  • Bitcoin users are 25% to 50% more likely to drive an Audi, Infinity, Lexus, Mercedes or BMW than people who don’t use bitcoin.
Launching an ICO?

Targeting mobile users by bitcoin or investment app ownership, auto ownership and household income will likely yield better results for ICO marketers than current marketing efforts, especially if the ICO is considered a security.   Skydeo provides mobile data for brands, agencies and investment research.

Is Skydeo considering an initial coin offering?

We can’t comment yet but there it would be a natural fit to tie mobile data to cryptocurrency.

 

Tesla Owners Mobile Personas – Skydeo Insights

Tesla Owners Mobile Personas – Skydeo Insights

Want to own a Tesla?  Start investing!

In a recent panel study of 340 million mobile users, Skydeo analyzed Tesla car owners mobile app interests compared to non-Tesla car owners and the results are intriguing.  Tesla owners were 72 to 103 times more likely to have Charles Schwab or eTrade Investment accounts.   The image of Tesla owners as tech savvy, high income individuals is supported by their use of Bitcoin (48x), Robinhood (27x), Mint (20x) and Venmo (15x).  Tesla owners have a high propensity to use food & delivery apps (62x) and shopping apps like Amazon Prime, Best Buy and AliExpress.  Surprisingly, Tesla owners have a cost conscious side as they used coupon shopping apps like Slickdeals, Key Ring, Groupon and RetailMeNot.   Skydeo Insights enables brands to analyze users by traditional metrics like age, gender, income, home ownership plus mobile segments like apps, locations, device, carrier, etc.  Skydeo limited this analysis to finance and shopping apps.

Skydeo CEO Mike Ford said “For top brands and agencies, mobile insights are simply the best way to develop user personas to use for product marketing, business intelligence andmedia planning for digital, radio and TV.  The mobile personas of their car owners clearly supports Elon Musk’s vision for the Tesla brand.”

Tesla Owners Mobile Insights by Skydeo

Create Your Own Custom Mobile Audience

According to Fortune Magazine:

Edmunds, the California-based car-buying platform, examined registration data of all 1,600 Tesla Model S vehicles that have ever been sold in the pre-owned market in the U.S.   Edmunds also found that owners of used Model S are younger. About 10% of pre-owned Model S buyers are millennials, ages 18 to 34, compared to just 6% of those who purchase a new one.  An Edmunds analysis released earlier this month found millennials are leasing vehicles at higher rates than the overall car-buying population and they’re opting for more luxurious, tech-forward cars than they could otherwise afford to buy.  Millennials are particularly attracted to leasing Ram, GMC, and Lexus brands.   California’s share of used Model S sales is only 30.5%, compared to its 42.5% share of all new sales, according to Edmunds, which examined registration data of all 1,600 Tesla Model S vehicles have ever been sold in the pre-owned market in the U.S.   The Tesla brand has migrated into different age and earning demographics. Some 36% of all used Model S buyers earn less than $100,000 a year. Only 25% of new Model S buyers have salaries under $100,000.

 

Getting Down with OTT & Video Streaming Apps

Getting Down with OTT & Video Streaming Apps

Video streaming and “Over the Top” OTT TV has completely changed viewing habits and the way brands will advertise. The convergence of TV with digital changes the traditional TV marketplace and opens the door for digital innovation and data targeting. Skydeo, through our mobile audience panel of over 300 million unique devices, has an interesting view of the OTT and video streaming app landscape.

For marketers looking to target cord-cutters, the best way to reach OTT viewers today may be through their mobile app interests.  Skydeo data shows that cord-cutters use more mobile apps overall than traditional TV viewers and of course need to use multiple viewing apps in order to watch the content they want.

Skydeo Market Share of Video Streaming Apps – July 2017

HBO is an interesting case study.   HBO’s HBO GO app is for cable subscribers to access shows on their mobile devices while HBO Now is for cord-cutters to subscribe to HBO content without a TV provider.   Although installs of both apps continue to increase based on consumer mobile device usage, we can analyze if and when HBO Now installs accelerate or surpass HBO GO installs as an indicator that cord-cutting is increasing.

Earlier this year Videology partnered with True Optik

Tru Optik CEO and Co-Founder Andre Swanston told Real-Time Daily via email:  “The biggest difference about this partnership is that legacy DMPs [data management platforms] have fallen behind the audience shift to CTV. They still rely on cookies for desktop and mobile device IDs for smart phones. Across CTV, neither cookies or device IDs are present… This partnership is a huge deal because it opens up people-based targeting abilities across CTV for Videology.”

Scott Ferber, Founder and CEO, Videology stated: “As more and more people watch content on a variety of devices, it’s important for advertisers to have a single view of their audience for holistic campaign delivery. Through this partnership with Tru Optik, our clients will benefit from more granular understanding and execution of advertising on OTT and connected TV, a quickly-growing piece of the video content ecosystem.”

What is OTT? An Overview