Audience management specialists Mediata are claiming an Australian first in geo-targeting campaigns beyond mobile after linking with locational specialists Skyhook to drive “hyperlocal” targeting.
The deal, announced today, will see Mediata use Skyhook's Hyperlocal IP positioning capabilities to target campaigns to within 100 metres of the device.
John Stones, head of the product innovation at Mediata, said that the development of the system would allow advertisers to create campaigns targeted on location beyond mobile phones.
Mediata has been working on the development of the audience targeting system that offers “granular targeting” across all devices and platformsd for the past year and is now rolling the system out across Australia and New Zealand.
The system uses Wi-Fi to pinpoint devices using their IP addresses.
We are targeting with enough accuracy that the pilot has demonstrated a 20% uplift in performance metrics,” Stones said.
“Teaming up with the world’s leading location positioning company has already demonstrated very significant improvement in not only campaign performance, but also our audience intelligence.
“By being able to link granular geo with granular data its more distinctive and therefore we can more accurately link it to campaigns."
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