SAS® Intelligent Advertising for Publishers harnesses digital ad growth
Pinger monetizes mobile advertising using SAS®
Responding to a dramatic shift from display to handheld smart devices, online publishers have made mobile a front-burner issue. As publishers look at the entire ad serving process from pre-serve forecasting to post-serve analytics, more are turning to SAS® Intelligent Advertising for Publishers, an integrated platform that optimizes the ad-serving process.
Publishers are rich with data. SAS makes that data accessible, turning it into insight and giving users a simple way to take action on what they learn. Since the kind of targeting easily accomplished with online ad serving can't be accomplished as easily in mobile, many publishers can only segment markets by geographic areas. Pinger, the world's first free, device- and carrier-independent global communications network, taps more than signals and smartphones to enable people to send and receive text messages, voice calls and photo messages.
"We're building a strong competitive advantage by extracting SAS Intelligent Advertising insights from data," said Brian Gilbert, Director of Monetization at Pinger. "We put SAS to work on demographics, frequency capping, and device detection for market segmentation and campaign targeting. Having a granular view of each market segment helps us boost campaign results, and as we share analytical insights on each segment, it arms advertisers and ad agencies with the power to improve results in different channels. This is making client-satisfaction levels soar."
In the United States, mobile advertising is exploding. According to a recent IAB report in the first half of 2012, mobile advertising increased a staggering 95 percent over the comparable period in 2011. SAS Intelligent Advertising for Publishers is meeting that growing demand, helping companies maximize both display and mobile ad serving.
"The online advertising industry desperately needs better solutions to analyze and use all the new information available to them now," said Jeff Wood, Sr. Director SAS Intelligent Advertising. "In SAS, they find the leading intelligent advertising provider, one that does not compete with them in the media space. We include all of the functionality publishers need, rather than leaving it to companies to cobble together point solutions for the results they need."
"Like display, mobile ad serving requires more than just matching creative with the user. Publishers need robust reporting and analytics to better understand their inventory. Forecasting is key – it's hard for a publisher's sales team to sell inventory when they don't know how much they will have."
SAS, the leader in business analytics, is unparalleled in its ability to integrate the entire mobile advertising process, from pre-ad serving (sales order management and simulation-based forecasting), to ad serving (inventory optimization, price optimization and data visualization), to post-ad serving (BI reporting and advanced analytics), all with an easy-to-deploy cloud-based ad-server solution.