Ari Brandt, CEO de MediaBrix: La industria ha perdido de vista la realización de experiencias valiosas para las audiencias
Mobile advertising is evolving towards real time promotions that go beyond a discount adapted to all clients. The research carried out by MediaBrix –a company that has been offering interactive mobile advertising alternatives for four years– shows that the key is in appealing to consumers’ emotions. This week they announced the launch of the third version of their Breakthrough Moments platform. This version offers much more data than before. It is designed to send ads within applications just at the right time. This moment is determined thanks to several biometric factors such as interests, recent searches, and other hundreds of personalized data of each consumer.Coca-Cola, BMW, Nestlé, CoverGirl and Merial are using the system. Brands can identify a fan of the Chicago Cubs and if his team wins, send him a promotion with a discount, and if the team loses, the offer is discarded automatically. MediaBrix has sent videos in real time to congratulate women who achieve their goals in the Cover Girl app. Ari Brandt, MediaBrix CEO, feels the industry has centered a great deal on ad viewability problems and on bot-based fraud and has lost sight of the opportunity to make experiences worthwile for audiences. “The vast majority of mobile advertising solutions are poorly executed, ineffective holdovers from desktop strategies, resulting in worthless impressions and delivering a negative ROI for the advertiser and user” he declared.
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