Social ad network OneRiot is introducing the ability to target mobile audiences by interests, demographics and influence on its ad network of Twitter clients. The company produces an influence score for individuals and organizes them into buckets based on several targeting variables. Advertisers can then buy audiences according to those groupings.
In a case study released this morning the company worked with GM/Chevrolet’s ad agency to target male sports fans discussing the Chevy Super Bowl ad on Twitter. The objective was to gain additional exposure for the TV ad. The OneRiot campaign helped the commerical achieve additional reach.
Those watching the ad tweeted about it and those who saw the tweets (and the OneRiot ad) were taken to YouTube to watch the commercial and further share the ad.
Demographic targeting is possible on mobile display networks but mobile ad targeting is less mature, for obvious reasons, than it is on the PC.
The OneRiot mobile targeting doesn’t rely on any other media tie in; however this was a compelling example of mobile extending the reach and impact of a traditional media buy.