Listen to this articleCross Audience delivers marketing results by matching meaningful ads to in-market consumers. By targeting specific audiences and providing quality service the company has helped many globally known brands improve their mobile presence. To find out more about their mobile platform we sat down with Jeff Kamikow, CEO at Cross Audience:
Q: Could you provide our readers with a brief introduction to Cross Audience?
A: Cross Audience is mobile marketing company based in the New York metro area. We’re committed to helping global brands expand their mobile presence through the acquisition of new high value users. How do we do that? We use premium data to identify ready-to-convert audiences for our clients. We engage those audiences with high-impact, user-friendly ad formats, and then we work relentlessly to optimize and drive results. As a company, we’re on quality, which is a concern for many brands these days. It’s helpful that have maintain long-standing relationships with respected publishers, so we can offer quality placements. The fact that we already work with some of the most recognizable brands in the world also speaks well of our commitment to quality.
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Q: You’ve recently announced the launch of your Mobile App Conquesting solution; could you tell us something more?
A: Mobile app marketing is more competitive than ever. Not only are the app stores already overflowing, but Google recently changed its algorithm so that rankings are based more on app retention and engagement versus number of downloads. That means that app marketers can’t just buy downloads and expect to see their app rank higher in the Play Store. That algorithm change means that marketers have to focus on quality audiences – consumers who will not just download their app, but who will actually use it, as well.
Mobile App Conquesting offers marketers a way to target users of similar apps, so they know that these people are already using shopping apps, or couponing apps, or apps to order ahead at their favorite quick serve restaurant (QSR). Conquesting data empowers marketers to be able to target users based on interest, geo, and the apps they already use. We’ve been building a proprietary database of quality users from verticals including news, retail, auto, insurance, travel, finance and CPG comprised exclusively of non-PII, opt-in data. That data can be leveraged via our conquesting solution for better targeting. Combine that with data-driven, compelling messaging and our high-performing ad formats, and marketers will see measurably better results in their campaigns.
Q: What are main benefits for marketers?
A: The main benefit is definitely more downloads from better quality audiences – audiences that will have a higher propensity to keep your app. But Mobile App Conquesting will also likely drive more efficient campaigns, with fewer wasted ad impressions, which ultimately means a better use of ad dollars.
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Q: Who are the primary clients of Cross Audience and what are some of the key challenges you are helping them solve?
A: While we can’t disclose our client names, we do work with some very well-known e-commerce players, retailers, QSRs, and leaders in the entertainment and finance industries, among other clients. We’re helping them to grow their mobile businesses quickly and efficiently using cutting-edge technology, premium data, and highly effective ad formats. It’s a combination that delivers incredible returns. For those focused on app downloads, we’ve been very effective at helping them exceed their goals with a high ROI.
Q: What are your plans for the future?
A: Our future plans include the expansion of our mobile programmatic advertising capabilities, the continued growth of our first-party database, and the addition of even more premium publishing partners – all in the interest of helping further mobile business both for our clients and for the industry.
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