Dentsu Inks 'Sensor' Deal With Qualcomm, Will Boost Mobile Ad Targeting
Ad agency Dentsu, Recruit Holdings,
and their joint venture Blogwatcher have inked a deal with San Diego-based Qualcomm Labs to license Gimbal. The new technology supports Android and iOS devices and allows advertisers to serve content
on mobile devices.
The technology, which works in applications on smartphones, gives Qualcomm a new business model to support mobile ad targeting.
Japan-based Blogwatcher will begin integrating the technology in January by powering its wityou mobile application with Gimbal technology from Qualcomm Labs, the entrepreneurial arm of Qualcomm supporting mobile services. Consumers opt in, allowing the app to automatically select and deliver information relevant to the users in their current surroundings. Dentsu said it will use the technology as part of the integrated marketing solutions to clients.
Ian Heidt, director of product management for Qualcomm Labs, said the technology pulls in information from a variety of sensors on the phone, how consumers use the phone, including the camera, and location to create a unique fingerprint. "In early trials in Japan, we've seen improvement on targeting," he said. "It shows how mobile and content change the behavior of consumers."
Trials conducted by Blogwatcher in Japan found that consumers were three times more likely to click through and respond to WITYU notifications and offers as compared with non-contextualized and non-personalized offers. Click-through rates rose by more than 60% when specials and offers were delivered to consumers.
Cheryl Goodman, senior director of business development and marketing for Qualcomm Labs, expects Dentsu to allow its U.S. subsidiaries to tap into Gimbal.
Initially, Qualcomm Labs was launched as a technology incubator under parent company Qualcomm Technology. Making good on that promise, the telecommunications company recently announced support for its first round of start-ups: software developer Arynga, malware detector FatSkunk and mobile app developer Breadcrumbs.
" Using a Smartphone from Shutterstock"
Recent Online Media Daily Articles
-
Google+ Needs Android To Climb Out Of Experimental Phase May 20, 9:24 p.m.
Marketers continue to view Google+ as a fledgling network requiring experimentation, although the company released a ... -
AOL, Support.Com Settle Scareware Lawsuit For $8.5 Million May 20, 5:20 p.m.
Web company AOL and software vendor Support.com will pay $8.5 million to settle a lawsuit brought ... -
Gmail Hangouts Disable Google Voice May 20, 3:23 p.m.
Google's new version of Hangouts for Gmail eliminates Google Voice features. The move is frustrating heavy ... -
Digital Boost: Ziff Davis Acquires NetShelter May 20, 3:19 p.m.
Ziff Davis on Monday announced the acquisition of content network NetShelter from ad platform inPowered. Financial ... -
LikeableAds.com Launches, With Focus On Social Media Ads May 20, 3:04 p.m.
To keep up with growing demand from Madison Avenue, the social marketing consultants at Likeable Media ... -
Yahoo To Ramp 'Native' Ads On Tumblr May 20, 1:37 p.m.
With its $1.1 billion acquisition of Tumblr, Yahoo on Monday made clear that it plans to ... -
Gigya Improves Marketing, Adds 21 Social, Tech Partners May 20, 9:15 a.m.
Social services startup Gigya on Monday is expected to announce the addition of 21 social and ... -
Health/Wellness Shop Diversifies Into Happiness, Launches Platform To Fuel It May 20, 9:06 a.m.
The CementBloc, a spunky New York-based agency specializing in health and wellness marketing, is diversifying into ... -
Yahoo To Buy Tumblr For $1.1 Billion May 19, 7:26 p.m.
The Yahoo board has agreed to acquire popular blogging site Tumblr for $1.1 billion in cash, ... -
Weather.com Develops Real-Time Data Ad Targeting May 17, 5:12 p.m.
Weather.com has begun using audience segmentation data from Lotame to develop real-time targeting services based on ...
Be the first to comment on "Dentsu Inks 'Sensor' Deal With Qualcomm, Will Boost Mobile Ad Targeting"
Leave a Comment