posted at 15:51
Author: Barry Levine
Mon, 24 Nov 2014 23:50:43 +0000
Mobile marketer Fetch adds tool to better connect paid ads with what users do
Today, mobile marketing agency Fetch launched its latest tool in the data wars - a dashboard called FetchMe that is designed to find which media buys and other activities are most effective in generating specific user behavior, like installing an app. It might show that mobile browser ads had the biggest impact on getting users to install apps, but only in specific morning hours. He said, those "Two sides of the coin" - the connections between what is driving users to what they're doing - would "Have been hand-built manually" in Fetch's system, he said. Data includes changes in user behavior, engagement rates, and conversions. Wilson pointed to one unnamed Fetch client "In the travel vertical" who used FetchMe and discovered that app-engagement responses to paid ads and notifications were different in the early morning and late afternoon. Paid media in the 6 a.m. to 7 a.m. timeslot, he said, resulted in high levels of responses like checking out or installing apps, but less so for engagement with the app, like using it or responding to in-app ads. The response to paid media in the 4 p.m. to 7 p.m. slot was the opposite - "Less open to installs, but more open" to in-app purchasing and other in-app behavior, Wilson told us. Earlier this month, the Dentsu Aegis network of media agencies purchased the London-based Fetch, which also has offices in San Francisco, Berlin, and Hong Kong.

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