Amobee adds four mobile operators, promising enhanced targeting

The partnerships allow Amobee’s publisher-side mobile advertising platform, PULSE for Publishers, to help brands reach the right consumers, at the right time, in the right place, with the right offer, according to the company.

Trevor Healy, CEO of Amobee, said at a media briefing yesterday that the partnerships give Amobee access to new data, including demographics and location-based data.

“We categorise consumers into 20 different segments to ensure better targeting,” Healy said. Typical categories include social butterflies, cocooners (people who tend to stay at home), business travellers, domestic travellers and fitness pros, he said.

“Consumers are increasingly choosing mobile devices for the consumption of content and to conduct research for their purchases,” said Allen Lew, CEO of Group Digital L!fe, SingTel. “Many of them are also warming up to targeted ads, which reflect their interests, connections or locations. This makes the mobile space increasingly relevant for brands and advertisers.”

“The Philippines is one of the fastest growing, mobile-centric markets in the world, where nearly every Filipino owns a mobile device rather than a computer,” said Ernest Cu, CEO of Globe. “Therefore, it has become crucial that advertisers and brands stay on top of consumers’ minds with relevant mobile ads.”