MNI Targeted Media launches platform to gain deeper insights about individual consumers

Anne Freier

In Mobile Advertising. December 13, 2017

Time Inc subsidiary MNI Targeted Media Inc. has just launched a brand new attribution insights platform following client feedback. The DataMatch platform is based on the company’s in-house technology stack, The Omnipoint System, as well as mobile and offline data integrations. It offers clients access to end-to-end profiles of individual users within audiences.
This should help advertisers gain a deeper understanding of their audience and be able to target more effectively cross-platform. According to early testing, MNI Targeted Media’s DataMatch click-through rates outperformed industry benchmarks by three times.
Matthew Fanelli, SVP of Digital for MNI Targeted Media, said:

“Marketers and advertisers have been searching for a definitive ROI measurement since the dawn of digital. Knowing exactly what helps consumers convert is the most valuable information for marketers. Until now, no one had delivered the silver bullet for attribution and insight into the exact touch points along the customer journey. We are proud to usher in DataMatch Attribution Insights for our clients who are driven by measurement and have worked with our teams to bring this to market.”

Among the first brands to trial DataMatch were perfectlyfree, a consumer packaged goods brand, and Gulfstream Parks, the racetrack and casino in Florida.

“At perfectlyfree, we used the DataMatch platform to target households with food allergies to build awareness and drive in-store purchases of our products. In the campaign, our top performing DataMatch placements on desktop achieved a 0.23 percent CTR and 0.22 percent CTR on mobile; this was significant for us in driving awareness and conversion,” explained Pat Maguire of perfectlyfree.

Meanwhile, Gulfstream Parks used the platform to promote hotel bookings by targeting consumers within the area that showed in interest in their property. The company noted an average CTR of 0.28%.
The DataMatch platform helps to uncover how consumers respond to various aspects of an ad campaign across channels and devices. It is based on client customer relationship management data and links performance and engagement to the individual user level.
Michael Nyman, Marketing Director at Gulfstream Parks, adds:

“With the DataMatch platform, we have been able to identify and reach our precise target audience with unprecedented accuracy, resulting in higher consumer engagement and a positive impact on sales.”