Audience Profiles is the first single-source audience measurement solution to offer behavioral, demographic, device usage and competitive insights in one suite. The benefit of the single-source approach is that usage is measured across different media for the same individuals from the point of consumer interaction.
Audience Profiles Offers Deeper Cross-Device Insights
Publishers can create audience profiles that power storytelling and monetize users via advertising. They can present a compelling narrative about their audiences by measuring detailed cross-device engagement across apps and websites. It provides unique metrics that quantify audience engagement that include time spent, stickiness, cross-device usage, demographics and more, sectioned by the hour, day, week, and month.
In addition, the product includes comparative analysis to show how a publisher’s audience differs from its competitive set. This helps in understanding why a given publisher and their audience could be suitable for them.
The product visualizes a “day-in-the-life” of a publisher’s audience that displays all the branded channels and properties accessed during the day.
Audience Profile analyzes cross-service usage, exclusive users, and provides other compelling metrics that help publishers highlight uniqueness of their audience
Importance of understanding cross-device consumer
In 2016, Verto Analytics data showed that between July and December 2016, the total monthly time consumers spent using mobile apps on smartphones grew by a staggering 13%. Additionally, in September 2016, mobile screen time (smartphones and tablets) exceeded PC time by 10 minutes for cross-device users.
This highlights the importance for advertisers, agencies and media companies to understand their total audience and ways to reach them. Audience Profiles provides deeper insights into the cross-device consumer.
AJ Mathew, VP of Research & Insights at Kargo, a mobile advertiser, speaking about Verto’s Audience Profiles said, “We at Kargo help major publishers monetize their mobile audiences. Creative, planning and sales teams need holistic data and insights that help in the characterization and profiling of the increasingly mobile-centric consumer. We embrace products and solutions that help us tell a better story and make it easier to understand the quickly evolving consumer.