Flurry and Research Now Enhance Mobile Ad Targeting

Mobile ad targeting specialist Flurry has partnered with Research Now to build a panel and behavioural data set on mobile consumers, through which marketers will be able to target defined audiences.

The pair will tap into Flurry's 'Personas' audience segments, which the firm says are built with behavioral data from 150 billion app sessions across 1.3 billion devices each month. Research Now will enhance these 40+ segments with profile and survey-based information about consumers' brand preference, recent purchases and purchase intent; or marketers can work with Flurry to create bespoke Personas for the audience they are trying to reach.

For example, a film marketer can now target advertising to Flurry's 'Movie Lover Persona' segment, enhanced with survey data from Research Now that shows intent to go to the movies in the next two weeks. Afterwards, the companies can measure whether the consumers who saw the ad actually went to see the movie. Once the target audience has been defined and identified by Flurry, Research Now can apply its ADimension Mobile tool to track panelists exposed to in-app advertising campaigns - served via Flurry - and compare them with unexposed groups.

Simon Khalaf, President and CEO of Flurry, comments: 'Together, Flurry and Research Now have created a more precise way for marketers to identify high-value consumers, and delight them with an ad that resonates. This is a very powerful data asset, and we are excited to see marketers put it to use.'

Web sites: www.flurry.com and www.researchnow.com .