Native Mobile Advertising
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Talking ‘Digital DNA’ Yahoo's Gemini Lets Native Advertisers Target Mobile UsersYahoo’s Gemini should create a flurry of native advertising targeted at today’s highly mobile consumers. Literally.

Yahoo has announced that now advertisers can use not only first-party CRM data and third-party data, they can take advantage of more than 40 Flurry Personas.

The Personas include “Business Travelers” and “Social Influencers,” which allow marketers to reach the right mobile audiences through Yahoo Gemini.

“Flurry Personas are behavioral audience groups based on real app use based on aggregate data from Flurry Analytics,” Yahoo confirms. “Flurry from Yahoo builds Personas based on users who are particularly heavy users of particular apps.”

Interestingly, now that there are more than a million global apps in the world — and U.S. smartphone users are spending 88 percent of their time in apps — the idiosyncratic combination of apps a person has on his or her phone is akin to a sort of “digital DNA.”

“In a test with a global CPG company, using Flurry Personas to target mobile campaigns created lift from 5 to 12 points for all major brand KPIs,” the Internet company continues. “Applying Flurry Personas caused a 14 point lift in unaided brand awareness, a five point lift in purchase intent and a 12 point lift in brand usage compared to regular mobile campaigns.”

Advertisers who are Yahoo Gemini managed account advertisers can access the free add-on now. It’s just the latest integration conceived since Flurry was bought by Yahoo several months ago.

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