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engage:BDR Finds Clients And Consumers In A Mobile State Of Mind

Location is increasingly at the center of serving ads to the right person at the optimal time.

The intersection of place and time.
The intersection of place and time.

As it continues to refine its abilities to reach consumers for online-to-offline marketing programs, cross-device ad solutions provider engage:BDR has been emphasizing the intersection of place and time via its State of Mind Targeting platform.

The platform was released in June and comes as marketers increasingly respond to calls for broadcast-like dayparting that takes into account a person’s mindset when being served an ad.

engage:BDR’s State of Mind offering comes as real-time ad buying and live social streaming apps like Meerkat and Periscope gain greater traction among brand names looking to attach the familiar concept of broadcast dayparting to interactive models.

State of Mindset

And it just seems like common sense. For example successful rollouts of “mindset targeting” have been done by ad platforms like MobileFuse, which recently extended its Mindset Targeting for smartphone-based rich media and display ads to online video and personalized video operator Sightly, which targeted Wendy’s ads near select locations near colleges to promote a new menu items related to morning, afternoon, and night activities.

The difference with engage:BDR’s approach is its tight connection to mobile and specific locations, says Ted Dhanik, the company’s co-founder and CEO.

Engage:bdr's Ted Dhanik
Engage:bdr’s Ted Dhanik

“We can combine rich location databases with precise geo-targeting technology, not only to identify users’ locations, but also concentrate ads down to a 1/10th mile radius,” Dhanik says.

Dhanik suggests considering the best times a consumer might be most receptive to an alcohol brand’s ad. “The right person, right place, right time could be inside of a bar or a concert venue,” he says “Based on the data of the profile we have on the user, we might be able to market to them during different hours of the day as well as when they’re at different places and devices: are they on a tablet, are they on a desktop computer; that kind of thing. That all influences how a consumer might react to an ad.”

Data Layers

The State of Mind platform also builds on other data partnerships engage:BDR has embarked on.

In February, engage:BDR began working with analytics provider Neustar that promised advertisers access to roughly 16,000 consumer attributes and profiles for online-to-offline advertising.

“We have been partnering with a number of data sources,” notes Sydney Goldman, manager of engage:BDR’s Marketing and Communications. “Our focus with Neustar, among others, is on understanding consumers on the behavioral side. We also have partners on the database side that lets us know when events are happening, so we can target those audiences. We are taking all of that together, overlaying it with the right creative message, so that all of the parts fit together in a way that is greater than the whole.”

Engage:bdr's Sydney Goldman
Engage:bdr’s Sydney Goldman

A Call To Action

In terms of use cases associated with its State of Mind platform, engage:BDR views it as a resource for immediate ad delivery and calls-to-action. Initial ads — the company isn’t ready to reveal specific clients just yet — tends to be along the lines of “Book now,” “Buy now,” “Go ask your bartender for,” rather than just a straight branding, Goldman adds.

“It’s all about being with consumers in the exact moment that someone is going to want a certain need highlighted for them,” Goldman says. “Rather than showing it to them at some point and hoping that they remember the affinity of a brand, we’re trying to get the person actually when it is going to be the most relevant.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.