Aki Technologies recently launched its mobile ad platform built for mobile moments. The new platform aims to help marketers reach customers at moments when they’re most engaged, based on location data.
Aki launches Mobile Ad Platform
Scott Swanson, Co-Founder, Aki, says:
“Mobile marketers have explored many different approaches to targeting—demographic, location, behavioral, etc.—yet they continue struggle with context. We launched Aki because, despite great innovations in technology and data, brands are still missing a critical piece of the mobile puzzle. We believe that missing piece – the understanding of a mobile consumer’s mindset during a given moment—is the key to unlocking the potential of mobile advertising.”
The platform is based on Aki’s Mobile Moment Index, an analysis of billions of mobile activity data points assessing a consumer’s ad receptivity at a certain time. This enables advertisers to target consumers at moments when they’re more likely to engage with an ad. Swanson adds:
“Not all mobile moments are created equally. Without visibility into a mobile consumer’s mindset, brands are wasting impressions on moments of low receptivity and alienating the very audience they need to engage. At Aki, we work closely with brands to identify the mobile moments that best align with their product, message, campaign goals, and even ad format. So in addition to eliminating inefficient ad spend, we’re also ensuring optimal ad performance.”
Zig Marketing is among the first to test the new technology. Howard Zoss, President, Zig Marketing, finds:
“Aki is a key mobile partner for Zig because their mobile moment technology effectively connects brands to users when they are in the best mindset for advertising. As a result, Aki campaigns perform better than anyone in key performance metrics (engagement, acquisition) as well as brand safety. Their service is excellent and they do it all with transparency. Most of all, I trust them and that’s hard to find in the wild, wild West we call mobile marketing.”
In addition, Aki lets marketers track and analyse their campaigns to better understand audiences and optimise their campaigns through Mobile Moment Performance Insights. Swanson says that the company plans to help advertisers understand the psychological state analysis of customers throughout the day.
Aki was founded by Scott Swanson (Opera Mediaworks, Opera-acquired Mobile Theory, Glam Media and Oracle-acquired Vitrue) and Alvaro Bravo (Opera Mediaworks, Mobile Theory and Greystripe).