The role of social is becoming increasingly integrated into mobile. Facebook’s latest figures from Q1 2013 show 751 million of us now access the social network through mobile devices. A further 189 million only ever access Facebook via mobile.
It’s not difficult to see why brands are keen to use social media to advertise on mobile devices. Platforms such as Facebook offer marketers an unparalleled wealth of information (which, as performance marketers, can only appreciate); we can now target based on a number of factors, be it age, gender, location or ‘likes’. Mobile further accounts for around 40% of time we spend online each day.
UberMedia is planning to build upon this interesting dynamic. The company has created UberAds, which aims to scour a consumer’s social media channels before offering ads based upon their interests or habits. For example, if a consumer follows Katy Perry on Twitter, the platform will send targeted messages regarding her latest music or films. Other consumers who tweet from a restaurant are more likely to receive restaurant-related ads. The platform, while still in beta, also aims to serve brand messages based on location and time of day. If a consumer is near a cinema, ads regarding latest films will be served; if it’s lunch time, ads will display nearest food locations.
Essentially, UberAds offers a level of personalisation that benefits brands, consumers and advertisers. It allows advertisers in particular to target more efficiently and cost-effectively, while consumers will be directed more relevant ads. Data will further be collected anonymously.
