From our already published Mobile trends report, Nigerians are spending more time on their smartphones daily compared to other devices, and also we are the most mobilised country in the world (76%) ahead of India and South Africa.
In Spite of the Economic recession, there is a serious need for marketing; smart marketing. Research shows that an increase in advertising spend will result in an increase in revenue (Advertising in recession- the benefits of investing for the long term, 1999) and also a place in the market even after the recession.
Data is the unifier and differentiator here and also data is transforming the mobile market. The promise of data includes:
- Personalization
- Performance
- Convergence
Personalization:
With the right data, ads will be served to the right audience and as such, cause engagement and a connection to the content.
Performance:
Brands are focusing more on performance-based advertising and with personalization in context, a more tailored and personalised ad will boost overall performance. Performance campaigns include; Surveys, app downloads, sign-ups, subscriptions, Lead generation, ticket and product purchase.
Convergence:
On the Mobile Marketing stack, there are:
- Convergence of advertising content (native and videos).
- Convergence of media channel (Programmatic and ad exchange).
- Convergence of marketing software (Adtech).
- Data (DMP- 1st, 2nd and 3rd party data).
All these aggregated data brings us to the “DMP” (Data management Platform).
The DMP aggregates all forms of data (1st, 2nd and 3rd party) from activities online, offline, CRM: profiles, Emails via registration. This data is very useful and together helps achieve the above-listed promise of data to Brands, Agencies and E-commerce.
Customer relationship management (CRM) and Adtech are coming together to create a true omnichannel view of customers. Take ownership of your data at every level and let your mobile marketing be data-driven!
We introduced the following new products at the event tagged “An Evening of Innovation with Twinpine” last month:
- Programmatic platform
- Adrenaline
- Twinpine’s Mobile intelligence platform
- New ad formats
Programmatic platform:
Features of Twinpine’s programmatic platform include:
- Wide targeting options
- Real-time bidding
- Real-time optimisation
- Unique data sources
- Naira bidding
- Rich inventory
Adrenaline:
Brings the power of Twinpine’s DSP to enable programmatic advertising on presently unused MNO channels as MNOs become publishers choice due to over 60% of users in Africa still not online. Through one platform (Adrenaline), advertisers and agencies can target users on the web and off the web with great precision. The pilot shows conversion rates of 4.9%.
Twinpine’s Mobile intelligence Platform:
Due to the general lack of data in Africa especially about mobile, Twinpine has created a platform that aggregates relevant data on how people use the internet via their mobile devices in Africa.
This data gathered cuts across Shopping insights, market insights and consumer insights.
New Ad Format:
Our new ad formats include:
- Native ad
- 3D
- Brandcast
- Call to Action ads
Our reach/scale at Twinpine:
- 10B Ad request monthly
- 65m unique users in Nigeria
- 1PB data processed monthly
- 10k + bids
- 8k +imp/wins
- 5k + unique audiences
- 4k + clicks
- 1k+ data points
- 500MB data> 1.8 TB/hour and 50TB/ daily.
We run an open RTB 2.3 at Twinpine, we also bid in Naira. Our optimisation techniques includes Frequency capping, Moments ranking and ML Algorithm.
Personalization at Twinpine:
Exclusive sources – Web/mobile interactions, MNOs data, retail data and demography.
Performance at Twinpine:
Real-time bidding
Convergence at Twinpine:
DMP (data management platform) + DSP (demand side platform) = Unique Audience.
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