DLG and PDV, providers of consumer lifestyle data, have launched a
dedicated mobile division to house a newly
created suite of mobile products. The division will be headed up by Jeremy Saul
who moves from his Head of Agency role to take the position of Head of Mobile. The product , which has been subject to
months of in-market testing, is driven by over 400 data variables from DLG
lifestyle surveys. It allows brands to target consumer mobile users with
messages and content on a granular level, as well as gain unprecedented insight
and access into consumers with a high propensity to engage through the mobile
channel.
The mobile product suite includes a Rich Text Media (RMT) solution that
delivers video content to a highly targeted audience. The RMT solution allows
brands to combine above-the-line content, such as TV campaigns, with a direct
response mechanism to generate leads and collect consumer data. Additional
mobile products that will be sold under the newly formed division will include
mobile profiling product Mgagement. This product will provide brands with
detailed analysis of recipients’ engagement with a mobile campaign including
reaction times, how far they engaged with video content, in-depth profiling of
engagers as well as answers to specific product or brand based questions.
Lastly, targeting product Enhanced Display Targeting (EDT) will allow
brands to identify the profile of those consumers within their target market
who interacted with a mobile campaign, and provide granular level targeting
that will allow brands to communicate with individuals at a more personal level
through DLG and PDV’S mobile display partners.
DLG and PDV Managing Director, Nigel Goldthorpe, states:
“We are very pleased to announce the launch of our mobile division and
associated products. With the exponential growth in mobile as a buying channel,
this will allow us to meet our clients’ needs in a multi-channel environment.The ability to target an audience on such a
precise level as well as understand what is driving the audience has proved to
be a combination that has produced some exciting results throughout our
in-market testing and ongoing ‘test and learn’ approach.”
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