Mobile is creating new ways for business and brands to connect with consumers. It’s opening new routes to build customer satisfaction and loyalty through personalised experiences and services, delivering benefits to customers and growth opportunities for businesses. There are new opportunities to be more targeted, personalised and accurate in mobile campaigns than ever before, and thousands of providers are offering ways to capitalise on what mobile has to offer – from creative formats to audience insights for programmatic campaigns. Brands now have the ability to not only understand how customers engage with advertising on devices, but to also understand the real world impact of digital marketing.
This level of accountability is powered by great data, and capabilities are improving rapidly. The ability to ‘go beyond the click’ allows brands to understand customer engagement with brands at a far deeper level. This real world activity can allow retailers to look at true catchment areas and travel times (for instance people movement in London is very different from Devon). Smart brands are starting to use the quality of data to drive efficiencies at new levels. It’s a hugely exciting time to be in mobile, as a brand, agency, tech partner or media owner, as accountability is moving to a new level, qualifying the growth in mobile spend.
Data is (oddly) driving the ability to be creative. Brands that can find the right people, in the right place, overlaid with new levels of data, allow creatives to land the right creative execution that will improve performance.
As a data first business that enables brands to engage with customers through mobile advertising, Weve is delighted to be sponsoring the “Best Use of Data” category at this year’s MOMAs. With unparalleled levels of targeting in the UK due to the O2 verified first party data, we use our best-in-market insights to power our programmatic business and have also launched a data insights business to drive consumer understandings for brands. Critically, all data is full anonymised to ensure customer privacy.
Weve is right at the heart of the mobile data market which is growing at an exciting pace. We have so many great examples where our clients and agencies have pushed the boundaries of insights using our unique data, and delivered amazing results. 2017 continues to see the most forward thinking businesses forging a path in the data space. The best campaigns are likely to have used data throughout their planning and development, from informing the creative development and messaging, through to informing and executing the media strategy and as a result we are delighted to align ourselves with these awards.
Tom Pearman, Managing Director, Weve.