Aggregate data for better targeting

Advertisers and publishers must leverage big data and analytics to drive the way advertisements are organised and customers targeted, says a PWC report, The New Digital Ecosystem Reality. Advertisers need to unlock the most valuable aspect of mobile advertising: consumer data.

Aggregating data enables advertisers and publishers to target specific consumers with messages appropriate to their current situation. By linking applications and locations on mobile phones, it is possible to determine an individual's daily routines and preferences. Behavioural tendencies, like daily schedules and social media preferences, provide advertisers with specific targeting techniques that can increase successful engagement with the brand or offer.

It is important to develop advertisements based on context. Leverage available information across virtual, physical (such as location, who and what is nearby), and social (friends, status updates) formats through data integration to target advertisements based on a complete user context profile.

Advertisers who can contextually target consumers will likely see results through increased sales, increased revenue and an engaged customer willing to use mobile technology to influence others.