Fiksu Inc., the data-fueled mobile marketing technology company, today announced the limited release of its self-service Mobile Audience Platform. Drawing on its massive proprietary data set of over 3 billion mobile device profiles, this new easy-to-use offering allows marketers to put their own data to work in combination with Fiksu’s data, giving them complete control over media buying while improving reach, scale, and audience targeting.
Fiksu’s Mobile Audience Platform has already been a part of the ongoing evolution in the mobile market from network-centric media buying to precision audience targeting. By providing unparalleled access to actionable data and audience segmentation tools, this new product allows mobile marketers at agencies and brands to evolve their strategies and take advantage of audience targeting while buying media however they want. By combining their own data with data from Fiksu, customers can arm themselves with a more comprehensive, consolidated mobile dataset – one that includes Fiksu Mobile Personas and network-agnostic lookalike audiences, and is automatically syndicated to top mobile networks including Facebook, Twitter, Yahoo!, and major RTB exchanges.
“Uncovering precise target audiences and audience insights requires quality mobile data. The Fiksu Mobile Audience Platform now puts the power of that data directly into marketers’ hands,” said Tom Caputo, chief product officer at Fiksu. “Smart mobile marketers who are doing their own media buying are no longer focusing on CPI as a key performance indicator, because it simply doesn’t deliver the most engaged audiences at scale. This new product proves it’s possible to reach precise target audiences on mobile while expanding media volume and improving the downstream performance goals that really matter.”
Two of the centerpieces of the product are Mobile Personas and Fiksu’s in-house lookalike modeling. Mobile Personas are built on real-world mobile behaviors and include over 250 ready-built audiences averaging over 20 million profiles each, including Millennials, Mobile Shoppers, New Device Owners, Mobile Travellers, and many more. Fiksu’s lookalike modeling uses that same mobile usage data to build high-performance audiences from clients’ own data that can be used across many mobile media channels, instead of being locked into a walled garden.
“I need two things for getting the best results from my mobile marketing campaigns: great data and great tools. Fiksu’s self-serve product provides exactly that, allowing us to target the best audiences across all major acquisition channels,” said Loren Austin, online marketing manager at FutureAdvisor. “We’ve already experienced strong early results with Fiksu Personas and the built-in lookalike modeling.”
For companies who prefer self-service tools, this new version of the Fiksu Mobile Audience Platform allows more control over media spend. This is particularly compelling for agencies and brands that have expert UA teams in place, or that already work with third-party media buying platforms, as Fiksu’s new tools can syndicate target audiences directly to the media sources they’re already using. The SaaS pricing model is also a better fit for advertisers who prefer not to pay multiple agency fees.
Fiksu’s self-serve audience platform is available now by invitation only, as a limited release to a small set of early adopters. For more details about the newly launched Mobile Audience Platform or to sign up for the limited release, visit Fiksu at Mobile World Congress, in Barcelona, Feb. 22-25, (booth 8.1C31) or visit http://fiksu.com/getmap.
Fiksu is a data-fueled mobile marketing technology company that connects brands, agencies, and app advertisers to precise audiences throughout the customer journey. Fiksu’s Mobile Audience Platform combines a massive, proprietary dataset with powerful segmentation tools to create, refresh, and reach audiences. Fiksu has led thousands of successful mobile campaigns to drive awareness, user acquisition, and re-engagement for clients such as Amazon, Disney, Activision, Coca-Cola, Electronic Arts, The New York Times, Dunkin’ Donuts, and Starcom. Based in Boston, Mass., Fiksu is venture-backed by Qualcomm Ventures and Charles River Ventures. More atwww.fiksu.com, @Fiksu and on the Fiksu blog.