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AOL ramps up device-linking opportunities to help advertisers run ‘people-centric’ marketing across its platform

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By Jessica Davies, News Editor

February 19, 2015 | 2 min read

AOL has introduced device-linking technologies designed to help UK advertisers target and tailor marketing to people across screens, rather than the devices alone.

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The move marks the latest step in AOL’s strategy to position itself as a platform which can offer highly targeted “people-centric” marketing opportunities – an approach long touted by Facebook as its prime differentiator to Google’s targeting offering.

Advertisers will now be able to plan programmatic campaigns across a wide array of premium AOL inventory using data to anticipate and match people’s behaviours across devices, claiming an average match rate of 93 per cent – a capability verified by ComScore.

Matt King, senior commercial mobile manager for AOL UK said: "Device linking enables advertisers to re-evaluate how they engage with audiences; moving away from the siloed targeting of individual devices and towards a single meaningful conversation with their audience, regardless of their consumption habits.

"Device-linking enables brands to reach consumers on multiple platforms and tailor the content for each channel, whilst optimising towards holistic results and reducing duplicate ads and waste.”

TalkTalk is among the brands to be exploring how it can combine first and third-party data, along with impression-level data to identify at scale highly-accurate cross-device matches. It has deployed cross-device linking to boost its subscriber levels and saw a 101 per cent lift in subsequent generated sales, with 38 per cent pf those sales linked to multiple devices throughout the campaign.

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