2014 Marketing Imperative: Leveraging Cross-Screen Social and Location Data

On Tuesday, the folks at UberMedia – based just blocks away from the final chapter of the college football BCS Bowl game in Pasadena, CA – released its first “UberInsights of 2014: a Digital BCS Snapshot.”

The report provides a quick view of  Florida State and Auburn fans’ mobile social behavior around the 2014 BCS Championship game.

In the process, it highlights some of the new imperatives of marketing in 2014.

The first-party data was compiled from UberMedia’s audience data platform that captures cross-screen social, location and interest signals and behavior to unlock unique consumer insights.

“By marrying social signals, interest data and location data, advertisers can tap into the passions and preferences of these avid sports fans,” said Michael Hayes, Chief Revenue and Marketing Officer at UberMedia. “Emotional Intent is the focal point of consumer decision-making, and whether advertisers are looking to sell beer, cars, food or anything else, they can get to the heart of the consumer by examining the ‘digital breadcrumbs’ they are leaving, and using those to drive meaningful insights.”

So what are some of the juiciest highlights from the report?

  •  Leaving the tablet at home. Florida State and Auburn fans spent 93 percent of their mobile time on smartphones, and only 7 percent on tablets, reflecting the always-on-the-go nature of college life.
  • Looking for love…on social media perhaps, but definitely not on dating sites/apps:  90% of fans are looking for love outside of dating sites/apps; which is consistent with the 2013 Pew Internet study that stated that “10% of Millennials used online dating platforms or mobile apps”.
  • Celeb-Tweets: Who do these coeds follow the most?  Auburn fans are engaging with Taylor Swift and Kim Kardashian; while FSU fans are following Justin Timberlake and… Oprah.
  • All about Jameis: Jameis Winston was the most tweeted about, most hated and most loved player during the game.

“In 2014, we believe that targeting prepackaged ‘audiences’ is no longer enough for marketers,” adds Hayes. “Brands need to advertise to consumers who are actively displaying interest and consideration, and drive them deeper into the purchase funnel.  This is what we call ‘jumping into the funnel,’ and as evidenced from the BCS Championship game data, mobile presents a unique chance to do this.”

bcs infographic 960px 2014 Marketing Imperative: Leveraging Cross Screen Social and Location Data

To learn more, check out the infographic below.

37b97aafe3aee5bffdcf85f98539a0fa 2014 Marketing Imperative: Leveraging Cross Screen Social and Location Data  2014 Marketing Imperative: Leveraging Cross Screen Social and Location Data

Via Mobile Marketing Watch

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Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.

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