- JiWire's Location Graph enables enhanced mobile audience targeting and end-to-end services that make JiWire the vendor of choice for targeted mobile advertising in the United States
SAN FRANCISCO, Jan. 30, 2013 /PRNewswire/ -- Based on its recent analysis of the mobile advertising market, Frost & Sullivan recognizes JiWire, Inc. with the 2012 North American Frost & Sullivan New Product Innovation Award for the JiWire Location Graph, one of the most accurate and effective audience segmentation and profiling data sets in the industry. As the leading provider of scalable location-powered mobile advertising solutions, JiWire currently has one of the largest latitude-longitude networks in the world and the largest known directory of Wi-Fi access points. With JiWire, advertisers can reach more than 55 million distinctive users across a portfolio of leading location-based applications.
"JiWire's Location Graph and location-based audience profiling capability is a highly differentiated offering that is unique," said Frost & Sullivan Principal Analyst Vikrant Gandhi. "The solution leverages JiWire's massive amount of highly contextual and predictive location data. With it, advertisers can reach their customized target audience at any time and with any kind of mobile campaign, whether it is location-based or not. By providing large scale audience reach, this frees marketers from the limitations of targeting only within a roughly defined geographical area as is the case with geo-fencing—and go even further to predict where these users are going to be in the future. This enables an entirely different level of ad targeting capabilities."
JiWire has successfully profiled more than 585 million devices and has nearly 7 billion location "tags" in its databases. A location tag integrates location data and contextual data to provide enhanced visibility into different location attributes. By understanding the patterns of human movement between locations, JiWire built a Location Graph that connects people's behavior with their locations. Analyzing these patterns, JiWire has successfully built anonymous profiles of mobile users, which can be used for ad targeting. JiWire also incorporates third-party data and machine-learning algorithms to further refine and improve these profiles.
"JiWire's mobile advertising customers have achieved a tangible uplift in campaign performance with beta testing partners seeing a 30-40 percent increase in click-through rates in ads that use Location Graph data," noted Gandhi. "This is certainly an impressive performance and a clear testament to the capabilities of JiWire's audience profiling technology."
JiWire is adding more than 500 million location tags every month, which continues to make the underlying data set richer. This data set is then combined with the "real-world" learning from actual campaigns run through Location Graph to make the system better with time. JiWire has also partnered with TRUSTe, the leading provider of privacy management solutions, to protect mobile users' privacy and safety on mobile devices.
Further, JiWire handles several peripheral or operational processes for its customers, including creating innovative ads, running the campaigns on behalf of customers, and reporting on campaign performance in a transparent manner. The company offers several innovative ad formats, including Ads for Access, Captive Display and Compass, which can be used at a local and national level to deliver an engaging experience to consumers on their mobile phones. JiWire is currently exploring various options to make its location data more accessible to other existing ad platforms and ad exchanges, and agency-side buying desks to help them enhance the value of their ad initiatives.
"By delivering end-to-end mobile ad capabilities, JiWire helps deliver enhanced value to its customers and partners," concluded Gandhi. "In fact, JiWire's Location Graph could very well become the industry standard for audience segmentation, and competitors will find it difficult to replicate the success of JiWire's technology."
For developing an innovative solution that ensures effective delivery of engaging ads on next-generation mobile devices to the right users in a transparent and scalable manner, JiWire has been selected for the 2012 North American Frost & Sullivan New Product Innovation Award in mobile advertising. Each year, Frost & Sullivan presents this award to the company that that has developed an innovative element in a product by leveraging leading-edge technologies. The award recognizes the value-added features/benefits of the product and the increased ROI it offers customers, which increases customer acquisition and overall market penetration potential.
Frost & Sullivan Best Practices Awards recognize companies in a variety of regional and global markets for demonstrating outstanding achievement and superior performance in areas such as leadership, technological innovation, customer service, and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis, and extensive secondary research in order to identify best practices in the industry.
JiWire is the leading mobile location advertising company, using the world's largest location-based interactive media channel to reach mobile audiences. JiWire's platform enables advertisers to identify and deliver ads to audience segments based on a person's physical location while taking the venue type and brand into account. The network enables advertisers to reach 50 million unique users each month and deliver ads in and around a person's physical location. JiWire's network targets audiences on mobile phones, tablets and laptops through its public Wi-Fi channel and in-apps ads delivering locally-relevant ad campaigns for Fortune 250 companies who want to 'locationize' their brands at significant scale across North America.
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SOURCE Frost & Sullivan