Go2mobi and Placed Link for 'Mobile Moments' Insights

Mobile audience targeting platform Go2mobi has partnered with location-based ad targeting firm Placed, to provide insight into 'mobile moments' that drive engagement, foot traffic and in-store revenue.

Go2Mobi has developed a proprietary technology called MomentMatch, timing the delivery of ads to drive engagement, conversion and purchase. This technology uses first-party, mobile-originated location data tied to personified device IDs, to break down consumers' mobile life into five consumer-specific locations: home, work, commuting, out and about, and travelling. Then, by layering on 'variable moment factors', such as POI proximity, local time, digital context, weather and local events, the firm can target each 'moment' with customised creative.

The partnership brings this together with Placed's technology, which 'accurately assesses what business a mobile phone is at or near throughout the day', and provides app developers with insights into how users interact with their products. Its technology includes a solution to measure the impact of mobile advertising on in-store visits, and together the firms say they can attribute in-store visits and revenue directly to 'mobile moment' messaging.

Tom Desaulniers (pictured), Go2mobi co-founder and President, comments: 'By categorizing and contextualizing real-time moments tied to specific device ID profiles, we're able to process consumer behavior at a very granular, individualized level. The addition of Placed Attribution and Placed Revenue helps us bridge the gap between online engagement and real-world purchase behaviour'.

Web sites: www.go2mobi.com and www.placed.com .