Steve Wing, VP de Dispositivos Móviles y Marketplaces de Rubicon Project
Steve Wing, VP Mobile Devices & Marketplaces at Rubicon Project and Imran Khan, Programmatic Sales and Cooperation at xAD, shared with PRODU their analysis about the importance of finding the right moment with mobile location data in order to interact effectively with consumers. In the marketing business, you frequently hear about consumers browsing as a set of moments, both explained. For marketing specialists is understandable that these moments have great value, they represent consumers preferences regarding buying, acquisition or consumption of a product or service. They also are the ideal opportunity to call for pertinent action they said. Regarding this -they said- seizing these opportunities means to access multiple data sources that cover it all, from demographic and psychographic data to contextual and search data. “But from all these data sources, location is the most powerful to engage with a consumer in the precise moment” they highlighted. The smartphones bloom plays an important role regarding boosting this growth, they said. “Think about when was the last time you registered at a restaurant in Facebook, or tagged the bar you went with your friends in a picture in Instagram, or asked for an Uber, or even searched in Tinder if there was someone compatible near you.” The 2016 Global Mobile Survey by ExchangeWire Research with Rubicon Project showed that 75% of brand buyers and more than a quarter (27%) of agencies project that for 2016 between 81% and 100% of their purchases for mobile devices will have a registered location.
