New Ways to Use Consumer Motivations Insights to Enhance Message Relevance Across PC, Tablet, and Mobile Devices
Reston, VA (Marketwired – April 21, 2015) Resonate — the data & technology company — today announced that it has integrated cross-device targeting technology into its digital media targeting solutions, helping advertisers deliver more relevant messages to consumers who switch back and forth across their laptops, tablets, and smartphones.
The average American now owns four digital devices* and the number continues to increase. When marketers are not able to connect multiple devices to the same person, they can waste millions of ad dollars on ineffective messaging and misleading reporting. With Resonate’s new cross-device target-matching technology, brands have the real ability to deliver relevant messages based on individual interests, values and motivations across all of a consumer’s connected devices.
For example, a woman who makes purchases based on environmental sustainability concerns can be delivered a “green” message on her smartphone as well as a reinforcing sequential ad on her computer to find more information on recyclable packaging. A different woman who is motivated to purchase based on product quality and performance may instead be shown a video ad on her tablet emphasizing product features and then a reinforcing rich media ad on her mobile phone. In each example, both the brand advertiser and the consumers win: the consumers receive relevant messages that speak to their individual interests, and the marketer increases consumer engagement with custom messaging and targeted delivery, ultimately delivering higher ROI.
Resonate’s cross-device targeting solutions provide end-to-end capabilities that allow brands to:
- Understand how consumers are behaving across desktop, mobile, and tablet devices.
- Unify and coordinate messages across devices, achieving greater efficiency and relevance.
- Serve geographically-targeted and context-specific messages in-browser, in-app, or in the mobile web.
- Measure impressions and key performance indicators (KPIs) by device platform, by consumer and by campaign.
“The digital market moves fast and we need to ensure our clients can stay one step ahead in how they leverage our unique insights into consumers’ motivations and interests online,” says Bryan Gernert, CEO of Resonate. “This is just one more way our clients will be able to improve relevancy as consumer behavior fragments across devices.”
Resonate uses advanced data science and technology to deliver more relevant messages that drive engagement and build stronger ties with consumers. Going far beyond demographic and behavioral targeting, Resonate explains WHY people do what they do – and which values and motivations cause them to choose brands, products, candidates and causes.
Founded in 2008, Resonate is privately held and backed by Revolution Growth, Greycroft Partners, and iNovia Capital.
Named a 2014 “Cool Vendor” in Data Driven Marketing by Gartner and also one of the best places to work in Virginia, Resonate is headquartered in Reston, VA with offices in New York and Washington, D.C.
Marc Johnson, (212) 205-2155
Emily Riley, (914) 330-1128
*Nielsen Digital Consumer Report, 2014