Neustar, a provider of real-time information services, announced a partnership with Tomorrow Networks, a division of Aptus Health, which fuses Neustar’s authoritative identity with Tomorrow Networks’ geo-targeting capabilities to help marketers deliver strategic mobile marketing campaigns.
With this partnership, Neustar combines its AdAdvisor Audiences profiles with Tomorrow Networks’ geo-targeting segmentation capabilities to deliver personalized consumer interactions with hyper-local precision.
The data drives precisely targeted and relevant campaigns that are executed across Tomorrow Networks’ mobile audience segments.
"For many years behavioral targeting has been used in the digital space to interpret a users’ digital footprints—their website visits and other online activities—to guide targeting and messaging strategies," Brian Foster, senior vice president of information at Neustar, told eWEEK. "Today’s contextually relevant campaigns must go beyond that—not only understanding where people are going in the real world, but also what motivates them to act in those real-world scenarios."
Foster explained Neustar’s predictive demographic, buyer behavior, and health and wellness related insights coupled with Tomorrow Network’s deep understanding of the consumer footprint delivers real-world insights that marketers can act on without shooting in the dark.
Tomorrow Networks' ConditionLocator data management platform provides customers with the ability to build a scalable marketing strategy based on rigorous data analysis; execute a mobile campaign leveraging geo-targeting technology, and analyze the results based on point of sale ROI metrics.
"Just as consumers are accustomed to seeing alerts on their mobile devices recommending the best cup of coffee in a five-block radius, so can they get targeted information on the therapies that might be right for them," Peter Nilsson, chief technology officer at Tomorrow Networks, told eWEEK. "For instance, people who might benefit from a new diabetes therapy may be invited to engage in condition-specific content at their local gym or a local fast-food restaurant—depending on which of these locations better reflects their lifestyle."
Nilsson explained these types of multi-dimensional insights allow for more scalable, more meaningful campaigns featuring content and offers that consumers actually value in the moments when they are making decisions that impact their health.
Neustar PlatformOne, an integrated marketing solution, offers Tomorrow Networks an additional layer of intelligence to help marketers make informed decisions about their media spend and assemble a more holistic view of their consumer health audiences on mobile platforms.
"With mobile technology, you have the opportunity to literally be in the pockets of the people you serve — both in those moments when they’re thinking about their health, and perhaps more importantly, in those moments when they’re not, but should be," Foster said.