Lyft recently raised $1.5 Billion to grow their ride sharing business and steal market share from Uber, the incumbent in the space. A key factor in driving rides and revenue is the number of drivers available or “Share of Drivers”. Skydeo surveyed ride sharing apps, analyzed each group of users and the overlap between them. We discuss these results in an Uber at CES in Las Vegas with a driver of both Lyft and Uber.
In a Skydeo AppGraph survey of Lyft Drivers, 65% of Lyft Drivers also used the Uber Driver app. In comparison, just 3.9% of all Uber Drivers also use Lyft Driver.
Lyft certainly has room to grow by stealing market share from Uber Drivers or at least co-existing with those drivers. Uber remains the market leader in terms of gross Uber Drivers and Riders.
Google Adwords Remarketing enables advertisers to target app users (Apple IDFA or Android Ad ID lists) and CRM data (email lists) directly via the Adwords interface. Skydeo AppGraph enables advertisers to use custom audience lists (IDFA/AAID) for targeting users directly through Adwords. While technologically the same implementation- using Skydeo custom audiences lets advertisers target prospects not just existing app users or website visitors. For marketers looking to conquest competitors or tailor creatives to specific audience attributes this feature can drive huge performance returns.
How do I target mobile ad ids in Google?
Sign in to AdWords
Click Shared Library.
4. Click Mobile App Users
5. Click upload advertising IDs/IDFAs
6. Select the CSV file containing your custom audience list
File uses the .csv format and is no more than 100MB
Android advertising IDs or iOS IDFAs are listed one per line
7. Name your file.
8. You may need to select an app (choose your own or another).
9. Include a description of the custom audience.
10. Upload the list.
11. Add your “Mobile app users” list to your campaign or start a new campaign.
12. To show ads on the Display Network, add your list to a “Display Network only” campaign.
13. Open the campaign, click the Display Network tab and click + Targeting
14. Choose your campaign and ad group.
15. Click “Add targeting” and select “Interests and remarketing,” then click “Remarketing lists” and select a list.
16. Click Save
Contact Skydeo today to for a custom mobile audience for your data-driven marketing.
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
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.
A recent AdExchanger article announced Salesforce Data Studio, a new data sharing platform that evolved from Krux Link. The goal is to give advertisers more validated data while protecting publishers from data leakage during the exchange. How Salesforce plans to protect mobile advertising IDs was not disclosed.
And, since the data sharing platform isn’t priced on an impression-based CPM model, the company claims there’s less incentive to push volume at the expense of quality.
“We do not sell media or monetize data, so we don’t have incentives to push any media platform with data attached to it or the value of our own data,” said Jonathan Suarez-Davis, chief strategy officer for the Salesforce Marketing Cloud. “We’re providing a platform for the publisher and marketer to share their data in a trusted, secure environment.” Data markets have become a big thing in recent years. BlueKai – now Oracle DMP – had a big data mart where marketers could buy practically any data set, though it didn’t have a reputation for being highly curated.
Skydeo enables advertisers to license data on subscription basis or CPM based model. Skydeo’s data monetization enables app developers and publishers a secure, anonymous way to monetize user data based on the Skydeo AppGraph and Location Audiences. Skydeo is not a data marketplace and does not sell media. For more information about the Skydeo Audience Maker (SAM) contact us.
Fastest Growing Mobile Data Company Partners with Leading Marketing Data Innovator to Mine New Mobile User Insights
Skydeo and AnalyticsIQ join forces to help brands and agencies learn more about the people using mobile apps and target them for precise advertising.
Atlanta, GA, September 12, 2017 –(PR.com)– AnalyticsIQ, a leading predictive analytics and consumer marketing data company, today announced its partnership with mobile data platform provider, Skydeo. The new partnership will provide Skydeo clients with additional targeting capabilities and deep insights on mobile app audiences by incorporating AnalyticsIQ’s rich, detailed consumer affluence information.
Skydeo, known for its deterministic data network, leverages mobile behavioral and geo location activity data to help advertisers target relevant audiences across mobile – all in a privacy compliant manner. For example, a Skydeo Travel segment consisting of 7 million devices may include people who use specific travel apps. It may also include people who have visited an airport, hotel chain or Las Vegas casino in the past 30 days. With the addition of the AnalyticsIQ data, advertisers can further refine and narrow their target audience. Advertisers may now choose to target only those travelers who are in the top 25% of discretionary income spenders.
According to the IAB, mobile now accounts for the majority of digital ad spending, over $36.6 billion annually to be exact. Marketers aren’t the only ones spending time and money across mobile; consumers are too. The time U.S. consumers are spending on their phone and in mobile apps is continuing to rise, up to about 5 hours per day. And there are no signs of the mobile revolution slowing down.
Anna Brantley, SVP Strategic Partnerships
“As marketers invest more in mobile advertising, the need for precise, accurate, people-based data is growing as well,” states Anna Brantley, Senior Vice President of Strategic Partnerships at AnalyticsIQ. “By working with Skydeo, our sought-after purchase, spending and income data can now be used by marketers to zero-in on their ideal mobile audience. Together, we believe this partnership is a game-changer for mobile advertisers and will lead to improved ROI,” adds Brantley.
“Skydeo’s partnership with AnalyticsIQ lets us create high value mobile audiences and insights for brand advertisers, agencies and their platforms,” states Mike Ford, CEO of Skydeo. “By combining our two data sets, we can now apply AnalyticsIQ’s discretionary spending and household income level data to our deterministic mobile audiences. This means advertisers have an incredible opportunity to launch people-based marketing campaigns.”
Both companies are excited to announce that AnalyticsIQ data is now readily available for Skydeo clients. To learn more about using AnalyticsIQ data within Skydeo’s mobile advertising platform, contact Skydeo today.
AnalyticsIQ is a leading predictive analytics and consumer marketing data innovator. We are the first data company to consistently blend cognitive psychology with sophisticated data science to help marketers understand how and why consumers make decisions. Our accurate and comprehensive PeopleCore consumer database provides unrivaled insights to advertisers, agencies and technology providers. Our data helps brands fuel personalized experiences across channels including direct mail, email, online, mobile and TV. Recognized as one of the “Top 100 Most Promising Big Data Solution Providers in 2017” by CIO Review, AnalyticsIQ is headquartered in Atlanta, Georgia, and employs a team of data analysts, scientists, and cognitive psychologists with over 100 years of collective analytical experience. For more information, visit www.analytics-iq.com and follow us on Twitter @AnalyticsIQ.
Founded in 2015, Skydeo is the fastest growing mobile data company with a 100% deterministic, global data set. Skydeo provides mobile audiences and insights to brand advertisers, agencies and their platforms in auto, retail, tech, gaming and financial services. Skydeo enables investment research companies to predict revenue ahead of earnings through our exclusive data sets. For more information, visit https://skydeo.com. @skydeoinc
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.
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.