At the recent Ad:Tech event in Tokyo − the largest digital marketing conference in Japan Cinarra led a session titled “Digital Audience Marketing: New Audience Marketing Using Real Time Behavioral Data Will Change Mobile Advertising.” Featuring Cinarra’s CEO Alex Zinin and a panel of local advertising experts, this panel highlighted a key shift in the advertising model as advertisers transition from a desktop-centered environment to a world quickly being dominated by mobile.
Zinin kicked off the session by discussing real time audience marketing and how it is quickly being driven to the next level by technology advances. The once dominant “cookie” is now becoming obsolete as audience interest segments and location data take over as a driving force for advertising decisions. Powered by proprietary Real Time Recommendation (RTR) technology, Cinarra’s mediation platform will solve many of the fundamental issues of today’s mobile advertising, as consumers rapidly move from a static desktop environment to an on-the-go mobile world.
In contrast to the old world of online advertising delivered via browsers on PCs, mobile holds several key values − a mobile device is truly personal, it is always online, always with the user, and can provide advertisers with data on real-life behaviors as they happen. The mobile device is the gateway to real-life actions, including both online interactions and physical world activities. Zinin said that “when combined together this is something that enables a new type of user data which has never existed in digital marketing, which we call ubiquitous user location.”
Zinin also revealed that Cinarra has launched an open mediation platform that leverages mobile operator data. Available 24/7, highly accurate location information and other data enables highly targeted advertising, while preserving user privacy. With the platform’s Audience Marketing Tool, advertisers will be able to target consumers at an earlier stage in the purchase process based on their real life activities.
Following Zinin’s presentation was a panel discussion amongst advertising industry leaders and visionaries moderated by Mr. Tadahiro Matsuda of Softbank Corporation. He was joined by Mr. Mitsuhisa Ishii of Yahoo Japan Corporation and Mr. Shuji Kobayashi of Supership Inc. The panelists discussed the integration of real time behavioral data into the advertising platform and its impact, possibilities and challenges.
On the potential of real-time location data, Mr. Kobayashi said he is interested because behavioral data is accumulated when users are not aware of their activities, whereas search is about a specific action. Zinin pointed out the scalability benefits, the ability to use it with location-derived information, and the importance of combining it with a user’s purchase cycle stage information, such as interest or intent level. Mr. Ishii said, “I can’t say it is going to exceed search,” however, expressed interest in combining it with search.
All participants confirmed that user privacy is most important, and appropriate permission and opt-out mechanisms are always necessary.
On the future of audience marketing and performance advertising, Mr. Kobayashi and Mr. Ishii said they would want to use both methods to maximize the benefit, while Alex pointed out that real-time audience marketing is deeper because it enables segmentation at an earlier stage when consumers are not aware of their own needs.
During the Q&A session, the audience showed an eagerness by the industry to explore Cinarra’s solution. The team at Cinarra is pleased with the initial efforts in Japan and is looking forward to expanding its services both in Japan and beyond.
You can view the session here:
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