Thinknear has announced a new partnership with PushSpring, the largest independent app-based mobile audience platform. The partnership brings an additional, powerful layer of mobile ad targeting capabilities to Thinknear’s industry-leading location data technology and gives marketers greater flexibility to hyper-target custom audiences with more relevant ads and messaging.
With PushSpring’s proprietary data collection methodology, app ownership data is used to identify unique audience characteristics and create custom audience segments based on a user’s perceived interests. For example, users who have downloaded yoga and fitness apps as well as recipe apps could be grouped into a “health and wellness foodies” audience segment. A home-delivery meal kit company could then target this group with tailored messaging based on their real-world location data.
“We’re thrilled about combining these technologies. Marketers will now have near-unlimited opportunities to create and reach custom audiences,” said Pete Olsen, Vice President of Business Development at Thinknear. “Thinknear’s mobile location technology allows advertisers the ability to target media based on consumer behavior, their preferences, and mindset by analyzing when people show up at a location — and how often — over time. With PushSpring, we can now overlay the detail of select apps the user has chosen to download on their mobile device on top of knowing where that user is located.”
Backed by Telenav, an industry pioneer in GPS and location-based data for nearly 20 years, Thinknear’s mobile location technology allows marketers to proximity target consumers based on where they are in real-time (GeoFence), where they’ve been (GeoCookie), and who they are (GeoAudience). Leveraging Thinknear’s geolocation capabilities, along with PushSpring’s app-based targeting, marketers can hyper-target mobile media not only to ensure ads are delivered only to a precise audience but also so that no impressions go to waste.
“The places we go and the apps we download say a lot about who we are and what we do,” said Matt Wong, Vice President of Channel Sales at PushSpring. “By partnering with Thinknear, we allow our customers to leverage best-in-class mobile location technology layered with app ownership data. The ability to identify consumer actions or mindsets, combined with app installation behaviors, allows the creation of highly relevant custom audiences.”
Mobile users are discerning about the apps they choose to download and keep or delete. Therefore, the apps they install can reveal to marketers important information about their interests, hobbies, behaviors, and preferences. According to a 2017 comScore report, the reasons users delete apps include declined interest in certain apps, wanting to declutter their phone, and freeing up valuable storage space. Because they look at their phone storage as prime real estate, users prefer to use it on apps that offer utility, connection, and entertainment.
As marketers continue to look for new, more relevant ways to connect brands with consumers, location-based technology is rapidly becoming a key part of their campaign strategies. As a result, marketers will rely on the leading platforms to push the boundaries of what’s possible. Thinknear’s new partnership with PushSpring is an exciting step in furthering this evolution.
About Thinknear by Telenav
Thinknear is a location-based mobile marketing platform that connects people and brands in the moments that matter. We drive accuracy and performance for mobile marketers through large-scale, high-quality data applied with a human touch. With full-service and self-service solutions, we offer insightful planning, targeting, optimization, and measurement capabilities for businesses and brands of all sizes.
Thinknear is a division of Telenav, the pioneer of GPS navigation for mobile phones which continues to lead innovations in location-based services. To learn more, visit www.thinknear.com.
PushSpring is the leading independent mobile app audience data provider, offering data, tools, and intelligence products to advertisers and mobile app publishers. PushSpring processes billions of monthly mobile app and device-level signals to create a highly accurate and complete multidimensional classification of mobile app audiences, offering nearly 200 million targetable device IDs. PushSpring Personas and custom audience segments can be accessed via the PushSpring Audience Console and distributed through industry-leading DMPs, DSPs, and programmatic platforms including The Trade Desk, Google DBM, MediaMath, Centro, LiveRamp DataStore, and Oracle Data Cloud, as well as dozens of ad network platforms, to power mobile marketing objectives for brands and app owners. PushSpring is a member of the IAB and the DAA Self-Regulatory Program.