This edition of Real-Time Banter features a conversation about mobile marketing with Jayne Babine, VP of Media & Advertising, Neustar Marketing Services for Neustar Inc. Jayne was interviewed by Jennifer Lum, Chief Strategy Officer for Adelphic.
Jennifer: What is Neustar?
Jayne: Neustar is an industry leader in information services. We provide real-time, cloud-based solutions in three areas: Data, Security, and Marketing.
What is your role at Neustar?
I currently run our media and advertising sales team, which is part of Neustar Marketing Services. My team is primarily focused on advertising agencies and relationships on the buy-side, as well as sell-side relationships with media and ad-technology companies, and newly emerging media platforms.
What are the sources of Neustar’s data?
I like to break it down into two areas. The first is our offline repository of authoritative identity data. What that means is we have the ability to link offline U.S. individuals and household information at the name, address, phone number, mobile phone number, email and IP address level. Over the years, we’ve been able to connect this offline data to online and mobile identifiers. Other sources of data that feed – at least in Marketing Services– our analytics and segmentation solutions are derived from acquiring offline sources, such as market research data (households that have been surveyed), retail purchase behaviors (information aggregated from catalogue, loyalty and gift card programs) and national panel data. This really helps us augment and corroborate attributes about individuals and consumer behavior around core demographics, psychographics, and other behavior attributes that our clients are looking to understand about their customers.
Neustar acquired Aggregate Knowledge in 2013. Can you tell us how Aggregate Knowledge has been integrated into the overall PlatformOne™?
If you take a step back even further before Neustar’s acquisition of Aggregate Knowledge, the company expanded into Marketing Services in 2011 with the acquisition of TARGUSinfo. With this acquisition, Neustar was able to expand its marketing analytics capabilities to include segmentation, audience targeting and CRM data activation. Prior to Neustar’s acquisition of Aggregate Knowledge in 2013, it was a leading campaign analytics and neutral data management platform for advertising agencies and brand marketers, combining media and audience measurement into a single view. The combination of Neustar’s offline and online marketing capabilities and Aggregate Knowledge’s media intelligence platform provides agencies and marketers the ability to plan, target, engage and measure cross-channel online and offline campaigns more effectively in real-time and with a single view.
Today, Neustar PlatformOne™ is a leading Marketing cloud solution for customer insights and business information. In combination, the media intelligence capabilities from Aggregate Knowledge and the marketing analytics assets from TARGUSinfo augment Neustar’s campaign measurement capabilities, and offer agencies and marketers a single view in one seamless user interface.
You joined Neustar through the acquisition of TARGUSinfo, is that right?
That’s correct, four years ago.
You’ve seen the entire evolution of PlatformOne.
I’ve seen it before, during and after, and the roadmap of what it will look like as we go forward, yes.
In your opinion, what is the current state of audience buying?
I think for a buyer it’s very confusing. It’s a very crowded space and media is a big part of how buyers allocate their budgets. The ecosystem is made up of providers coming into the market from all angles, including the offline data world, as well as marketers who want to activate their own CRM data as part of their audience buying strategies.
We’re also seeing increasing interest from publishers trying to apply first party data to their monetization strategies, as well as brands and marketers being savvier about audience buying. All of this is certainly adding to a very crowded space as it relates to audience buying, and choosing which audiences to go after for a particular campaign requirement or marketing strategy.
Do you have any recommendations for marketers on how to evaluate data partners?
I do. Within our measurement capabilities, we have the ability to look at audience data overlapped on media and make recommendations of which segments or which data providers may be higher performing than others, which they may or may not be actively targeting. So that is certainly something that is built into our measurement capabilities today.
How much growth and demand for Neustar data have you seen from mobile programmatic platforms over the past year?
The past year has been one of significant growth. We’re actually seeing a lot of our agency and advertising clients asking for the audience they’re used to buying – the sort of typical, desktop online cookie-enabled audience fashion – but in the mobile environment. I expect this growth to continue in the future. I also think we will continue to see our clients demanding a consistent audience that they’re going after across multiple channels.
That’s great. From the mobile platforms that you’re working with, are you seeing greater demand from demand-side platforms or from supply-side platforms?
Definitely, from demand-side platforms. We recently partnered with one of our first mobile supply-side platforms. It’s still early, but we’re very excited to see how some of the supply-side is getting involved when it comes to supporting audience buying for publishers and inventory providers. But to date, the demand has really been driven by the demand-side.
Did you see the same trend in the desktop space where DSPs were partnering and integrating with data partners ahead of, or earlier, than supply-side platforms?
Yes, absolutely. We tried to work with the leading supply-side platforms out there, and some of the challenges ended up being that we were already plugging in audience data for advertisers and agencies in demand-side platforms. So, this is where significant growth was coming from and where the market was going to apply data as part of a media buying decision – very similar to the desktop environment.
Which data products, and, are there any data products that are being underused by marketers in mobile?
For us, I think it’s really the activation of CRM data. I definitely have seen CRM data activation being widely adopted in the traditional, online desktop environment. We really haven’t seen that extend as aggressively into mobile. Neustar can easily support this through our mobile partners, but really it’s just a matter of marketers understanding that mobile too, can be a channel for CRM data activation.
“Mobile advertising has been a huge boost in some of the new measurement capabilities, particularly around location and in-store foot traffic management. It’s great to see advertisers moving beyond just a click or an app-install as part of their campaign metrics that they’re using for their KPIs.”
Absolutely. Are there any new and emerging use cases for data in mobile advertising?
Good question. I think the ability to stay connected to consumers as they navigate seamlessly between the desktop and mobile environment; that is something that we have been hearing more of a need for, especially from publishers who operate businesses and content in both environments and are struggling to make that connection with their distinct technology. So, that is an area we’re looking to address for the industry. In addition, mobile advertising has been a huge boost in some of the new measurement capabilities, particularly around location and in-store foot traffic management. It’s great to see advertisers moving beyond just a click or an app-install as part of their campaign metrics that they’re using for their KPIs.
So now a couple of fun, personal questions for you: What was your first mobile phone?
In Spring of 2001, I got my first blue Nokia 3310 with the carrier formerly known as Cingular. All my friends in college struggled to get a hold of me because I just didn’t have a cell phone until after I left college.
Did you have a pager?
I had a pager, but was definitely late to the mobile party, which is kind of ironic looking back now.
Did you have any ringtones on your phone?
Oh yes, I was an avid buyer of ringtones. One of my first ringtones was—and you’d appreciate this, Jennifer—a Darude song. You know which song I’m talking about?
I think I do.
Sandstorm! Darude’s sandstorm, I had to look up the name of it.
Currently, do you have a favorite app?
My favorite app today is Bandsintown. But I don’t use it every day unless I’m in a new city. But, the ones I use the most – which I guess you could say is a favorite because I’m using it daily –would be a messaging app like WhatsApp. Ironically, my mom prefers WhatsApp and my dad prefers LINE. For social, my favorite apps are Facebook and Instagram, and for music, anything from Spotify to Pandora to Tidal. For food, it would be Seamless or Yelp. I will say, currently being used but will be going away are the Bump and What to Expect apps.
Is that the contact app?
They’re for expecting moms. It’s been really, really insightful. (Note: Congratulations to Jayne on the birth of her baby since the time of this interview.)
Is that an app that you use daily or you use multiple times a day?
I use it weekly because every week you hit a new milestone. So I swap between the Bump and What to Expect. It has videos, articles, and tips. It’s really cool!
Well thank you for taking the time to participate in this interview and for being a great partner!
Be sure to check out the rest of Adelphic’s Real-Time Banter series, here.