F.Y.I.

Big Mobile partners with Widespace

Big Mobile and Sweden’s Widespace are looking to improve brand engagement on mobile by using predictive smart technology to match up users with relevant mobile advertising in Australia and New Zealand.

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The announcement:

Predictive smart technology similar to that which makes film and music recommendations for digital streaming services will soon be matching up users with relevant mobile advertising in Australia and New Zealand.

Big Mobile and Sweden’s Widespace, a technology company that creates tools to build brands in a mobile world, want to shake up mobile advertising with 0% fraud, 100% viewability and a break away from desktop metrics which only measures standard clicks and impressions.

Both companies want to change the way advertisers use mobile and move beyond the click to build brands, delivering relevant ads in real time and provide new metrics to prove it works.

“I think brands are fed up with the old desktop model of clicks and impressions which really have a lot less relevance to how users are interacting with brands on mobile devices,” said Big Mobile CEO David Green.

“They want to know if their ad has worked and we intend to change the rules by delivering metrics like brand recall and purchase intent.

“And using Widespace will allow us to fully understand if the ad has succeeded.”

Big Mobile will harness the technology of the Widespace ‘Summit’ platform, driven by a self-learning algorithm, which watches user behavior to serve up the relevant advert.

Summit offers the market a machine learning algorithm which uses more than 200 parameters to make real time predictions about which ads users will find the most interesting and serve it up in just 25 milliseconds.

The clever technology also allows users to redeem in store coupons and discounts delivered through mobile advertising and then receive alert reminders when they are in close proximity to a participating outlet – allowing brands to close the loop from advert to point of sale.

The advertising algorithm embedded into the platform offers something new to the industry as it optimises based on unique brand metrics rather than just clicks when delivering results.

The Widespace Ad Impact study campaign measurement goes beyond clicks and interactions and focus on ad recall and relevance, a methodology that has been verified by brand equity experts Millward Brown. Widespace also gather engagement data and awareness and consideration survey answers in an intuitive dashboard to show audience attitudes towards a brand over time and in comparison with the industry

Widespace also provides a range of engaging, easy to use rich media and video ad formats and tools for smartphone and tablet that will be completely new to the market and are designed to also assist programmatic buyers and in-house sales teams. These include Vertical Streamview and 360 video.

Added Green: “A mobile phone is much more a personal device than a computer and a user really engages with their mobile right through the day, so measuring how a brand engages with that consumer is the natural next step. The brilliant algorithm running on the platform will then marry up the right advert with the right consumer using its Recommender engine.”

Stockholm based Widespace was founded in 2007 by former Ericsson employees Patrik Fagerlund and Henric Ehrenblad. The last three years have been marked by rapid growth. In2014 the company was ranked the fastest growing software company, and the 6 th overall fastest growing tech company in EMEA and for the past two years Widespace has received top rankings in Deloitte’s Technology Fast 500.

Last week Widespace announced that it has just made its Summit platform available to programmatic trading desks, specifically to deliver branding campaigns on mobile.

Green added: “This is not just exciting for Big Mobile but for all major premium publishers and advertisers in Australia and the region – We’re absolutely thrilled to be working alongside leaders in the mobile advertising industry.”

Widespace CEO and co-founder Patrik Fagerlund said: “We believe Widespace technology and the reach of Big Mobile will be a winning combination for publishers and advertisers throughout the APAC and South East Asian region.

“We’re very excited about the partnership and can’t wait to get started.”

Source: Big Mobile media release

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