Independent test of providers by MediaCom puts Mobsta firmly at the forefront
8th February 2017: Today, location targeting and data specialist, Mobsta, announces that it has been ranked number one in an independent ranking of geolocation providers in the UK. The test, run by MediaCom, was designed to determine the validity of the claims of many of the companies, that they offer the best reach and accuracy, so that the agency could partner with the right provider. Mobsta’s first place ranking makes it the most accurate geolocation partner for brands today.
The test, which ran across three client brands, challenged participants to prove their scale and accuracy.
Out of the nine participants, Mobsta – which employs Placecast’s programmatic technology, – came first in both the scale and accuracy tests. This gives Mobsta the right to claim that it’s the most accurate provider with the greatest reach. Ten additional providers that were invited to participate in the test declined to take part.
Owain Wilson, Data Strategy Director at MediaCom, comments: “When it comes to location targeting, there are many companies who seem to offer extremely compelling targeting and measurement solutions. Although their pitch stories are great, it’s difficult to know whose story is real and how accurately they can actually deliver on location targeting. We wanted to be able to have confidence in our recommendations to clients so created this test to help us cut through the claims, and offer definitive advice on how accurate hyper-local targeting is.”
Anna Cheetham, Digital Associate Director at MediaCom, adds: “This test has given us great insight into where the market is currently at and where work needs to be done with providers to give further clarity to brands. Mobsta have always been forthcoming with how they collect, validate and use their data for campaigns so it is not a surprise that they have done well in the test overall.”
Denise Breslin, Managing Director of Mobsta, concludes: “We’re thrilled to have taken top spot in this test. With the ever-increasing use of mobile advertising, we see a real opportunity for brands to use geolocation and welcome efforts like these to help brands navigate the crowded market place. In such a competitive market, third party validation is key and we hope that this study will encourage more brands to invest in the technology to improve their campaigns.”
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Mobsta is one of the UK’s leading specialists in location targeting and audience profiling techniques. It has the exclusive rights to Placecast mobile data management platform (DMP) that aggregates location data and user behaviour across different devices in the physical world and translates it into audience segments that can be targeted through mobile advertising campaigns via its Demand Side Platform (DSP). The platform delivers a rich understanding of the relationship between users and locations over time, enabling them to make smarter marketing decisions.