It should come as no surprise that Twitter is the place to be if you want to stay relevant in your marketing efforts. Each month there are 255 million regular users and 78% of those users are accessing through mobile devices. One company has adapted to the growing trend of mobile usage by expanding their services.
UberMedia was founded in 2010 to provide several different mobile platforms for Twitter users including UberSocial, Echofon and Plume. These apps could be accessed easily whether on an iPhone, iPad, Android or Blackberry. UberMedia switched its focus over to UberAds in 2013 with the mission of “reinventing mobile advertising.” By using data drawn from the various platforms it monitors (Twitter, Pinterest and Instagram, among others), UberAds finds correlations between what people are tweeting about and their consumer intent via publicly available sources.
For example, UberAds has developed algorithms to segment the various social media streams into data-rich consumer groups. These groups can even be narrowed down to their interests and actions; i.e. people who are “Foodies” but also like to Instagram pictures of their dogs.
UberAds then uses and combines that information with GPS geo-locations to determine who the optimal audience will be for their client. By refocusing their efforts into UberAds, UberMedia reported revenue growth of 300% in 2013, reached more than 400 million devices and had 4 billion impressions each month.
Rather than appearing as unwanted spam on someone’s Twitter feed, UberAds tracks user behavior, preferences and location data to be more of a welcomed suggestion for consumers. For example, if someone has “liked” Seth Rogen on Facebook or tweeted about him and is having dinner near a movie theatre, UberAds might target this person by saying that the movie “Neighbors” is playing at the nearby cinema.
This ability to seek out the ideal consumer is what UberMedia refers to as its pinpoint audience. When a company utilizes this pinpoint audience feature of UberAds, they will be effectively delivering their messages to their target segments without wasting money by advertising to the wrong consumers!
This tracking of data in real time has already shown significant improvements in click through rates for brands including BMW, H&M, Macy’s, McDonalds and Pizza Hut. UberAds can optimize a customer’s marketing campaign that has grown stagnant, by honing in on more detailed demographics (like the “foodie”/Instagram example from earlier) that may have been originally overlooked, and can refresh and renew the original campaign to gain an even higher reach than intended.
As you can see, there are tools of immeasurable value for your business that are right at your fingertips, and in order to gain a competitive advantage, it is time to start leveraging the immense power of mobile advertising with UberAds on Twitter.