Amobee Brand Intelligence
Name of Organization / Company: Amobee,Singapore and Sydney, Australia
Category: Award for Innovation in Paid Media Planning & Management
Entry Title: Amobee Brand Intelligence
Amobee is a leading global marketing technology company with 550 employees across 20 offices worldwide, serving over 1,000 brands and agencies including Lexus, Airbnb, and MediaCorp. Amobee is a wholly owned subsidiary of Singtel, one of Asia’s largest telecommunications groups, with 640 million subscribers across 22 countries.
With a customer base consisting of the world’s largest brands and agencies, including Dell EMC, Uber, Microsoft, Intel, and Airbnb, Amobee is a trusted partner bringing with innovative digital marketing offerings powered by the company’s proprietary, award-winning Amobee Brand Intelligence technology which analyzes over 60 billion consumer digital engagements daily across the web, social, mobile and video. The data and insights from Amobee Brand Intelligence provide marketers with a deeper understanding of audiences, their mindset and interests, and are utilized to inform strategy, creative development and media activation.
Amobee’s comprehensive solutions and technology solve for the complex challenges marketers face as they seek to engage distracted consumers, break through a fragmented marketplace, and overcoming data silos to drive results, improve media efficiencies and achieve global scale.
The company recently announced the acquisition of Turn, a leading global technology platform for $310 million, expanding Amobee’s existing programmatic and data management capabilities. Amobee will be able to offer marketers an independent end-to-end advertising and data management platform across all channels, formats and devices, access to proprietary Amobee Brand Intelligence insights as well as advanced analytics and media planning capabilities.
In 2016, Amobee launched Amobee Triggers, a solution that leverages Amobee Brand Intelligence insights and enables marketers to automate digital advertising based on changes in weather, sports results, financial conditions, location-based activity, digital engagement, sentiment analysis and social consumption.
Amobee Triggers allows advertisers to programmatically launch and pause campaigns based on predetermined parameters, events and conditions for increased efficiency, relevancy and reach. One of Amobee’s financial services clients utilized Amobee Triggers to launch a digital engagement triggers campaign. Brand Intelligence identified relevant topics to the target audience, including S&P 500 and oil prices. Amobee automated campaign delivery from our unified platform when consumption of this relevant content increased. Amobee automated campaign delivery when consumption of relevant content increased (Brand Intelligence identified these topics, like S&P 500 and oil prices, that were relevant to the target audience). This allowed the brand to capitalize on daily trends and market movements to drive timeliness in messaging. Additionally, the brand increased awareness and site activity through efficient media spend and by targeting a user’s mindset.
In 2016, Lexus and Team One partnered with Amobee to leverage mobile video and proprietary 3D mobile ad units to create an interactive mobile campaign that transported consumers to a virtual, high-end showroom. Amobee Brand Intelligence insights provided advanced audience insights leveraging keyword targeting on identified high-performing content categories including social networking, online games, team sports, premium credit cards and outdoor activities that attracted Lexus’ defined target audience.
This data empowered Lexus to gain a comprehensive understanding of their target audience’s behaviors and allowed the brand to optimize their targeting criteria throughout the campaign’s duration, delivering to audiences who were likely to engage with the luxury auto brand. This strategy allowed the brand to position the Lexus F Series as a performance vehicle, and improves their key audience’s perception of Lexus as a top performance brand. Brand awareness and market share increases were demonstrated by a 43% and 195% increase in tablet and smartphone 3D ad engagement rates, respectively, compared to Celtra automotive industry benchmarks.