Advertisers are getting better at making their data-based divinations about who you are, what you like, and what you might want to buy seem like mind-reading. Carrying a device capable of sharing your location, identifier, and other personal information around in your pocket helps. Kiip, a company that allows marketers to advertise against specific moments within mobile apps and games, helps even more.
“What we’re talking about is identifying a moment in time, not when someone is talking or tweeting about it, but literally when it’s happening,” says Kiip CEO Brian Wong. The company then uses that information to connect companies’ products to those moments. “Pairing the right reward to the right person at the right moment really is a billion-dollar question.”
Kiip began as a way to make mobile ads better, but it’s since become just as focused on learning more about the way people interact with apps and allowing companies to use its platform to foster customer loyalty. The company yesterday announced that it has partnered with comScore to better serve that first function; it announced a new tool that allows companies to find and reward specific moments to serve the second.
Wong says that the partnership with comScore is really meant to prove that Kiip is gathering useful information through its technologies. The service is said to monitor some 500 million “moments” from within 1,500 apps each month. Combining that information with demographic information allows marketers to specify who they want to reach, how they want to reach them, and the exact moment they want that person to interact with their brand or product.
That’s where the new targeting tool, dubbed “precision moments targeting,” comes in. Wong says that a company can use the tool to market directly to very specific audiences — the example he offers is of Campbell’s using Kiip to market against “cooking moments” during a weekday in Austin. And that isn’t just about building a better advertising network; it’s about building a better loyalty platform, too.
“We’ve hit on this really interesting insight of in-the-moment loyalty. Gone are the days of waiting until the end of the month to learn about rewards,” Wong says. “Our rewards have never been designed to be accumulated for a rainy day or for aspirational purchases. If we do what we do right you should be redeeming that reward by the end of the day, if not sooner.”
Advertisers still can’t read your mind. But Kiip bets that letting them know who you are and what you’re doing with your smartphone at any given moment is the next best thing, and in the process it stumbled into the customer loyalty and analytics markets. The line between using data to predict the future — or act on the present — and actually being able to see the future grows thinner.
[Illustration by Hallie Bateman for PandoDaily]