A Toronto-based mobile marketing company is emphasizing its expertise in the analytics space as it tries to get more people familiar with it. Adenyo – whose name typically isn’t one that comes to the forefront amid the Google/AdMobs of the world – today announced the release of Ad Manager 3.0.
Mark Wright, Adenyo marketing manager, says while it’s probably the politically correct thing to say, nonetheless, Google’s entry into the mobile ad space this year did indeed help the overall market, as did Apple’s acquisition of Quattro, which sent some non-Apple customers looking elsewhere for solutions. “The market is expanding so rapidly, there’s more than enough to go around,” Wright says, adding that from a macro perspective, most agree that mobile needs to take a larger part of the total media buy when it comes to the overall radio/TV/print/etc. ad market.
Adenyo emphasizes that it’s a full service mobile marketing technology company, spanning mobile websites and SMS campaigns, and it employs a staff of engineers, to deliver real-time analytics for its customers. Wright says about 20 percent of the staff is comprised of mathematicians and statisticians. Competitor-wise, it probably most closely resembles a Motricity or to a lesser extent, HipCricket, in North America. In Europe, its closest rival is Velti.
Wright says the company serves 54 million uniques, but he’s not hung up on total volume, saying the key is to provide more relevant and targeted marketing. Adenyo considers more than 1,000 variables and uses Census and other publicly available information to predict who best to receive an ad. It’s all on an opt-in basis, of course, and information is aggregate, not personalized to an individual. For example, if a geographic area is known for having a higher average income, a car manufacturer might want to target its new luxury SUV model to that area. Adenyo engineers call it the “propensity” for a given segment to go to a fast food restaurant or some other behavior.
The thinking behind Ad Manager 3.0 is the mobile advertising process needs an analytic component, according to Wright. The software routes and gets real-time campaign results so clients can tweak and optimize on the fly. That may mean geo-targeting or focusing on certain devices, like people with iPhones or even those with a specific model feature phone.
The company has delivered campaigns for brands like Nissan, L’Oreal, Sears and Warner Brothers, as well as agencies like Omnicom and WPP. As the holiday season gets into full swing, Adenyo is ramping up, including with a texting campaign during the Rose Parade as it relates to votes for favorite floats.