SAN FRANCISCO, CA — Aki Technologies, the first platform built for mobile moment targeting and insights, announced that it is powering a moment-targeted mobile campaign for Stonyfield organic yogurt. Stonyfield worked with Aki to develop a mobile targeting strategy that allowed the CPG brand to reach and engage consumers during the most receptive moments.
"In order to engage consumers on the ever-evolving mobile landscape, you have to meet them where they are and at the right time," said Liza Dube, Marketing Communications Director of Stonyfield, the leading organic yogurt. "Aki's platform gives us the ability to understand the types of moments specific to our consumers — whether they reflect day-to-day activities or trending moments — and then target the moments that represent the best opportunity for engagement."
Aki's mobile moment platform looks at all of the available data signals from a mobile device, including but not limited to demographics, location, time of day, context, social and other triggers like weather and pollen count, to identify mobile moments. Further, Aki detects the apps installed on a mobile device for a deeper view into the consumer's behavior. This approach gives brands a clearer view of the mobile consumer journey.
For Stonyfield's campaign, Aki identified moments that aligned with the brand to optimize the performance of the campaign. This included the moments like the Self-Care Moment — when consumers are participating in healthy activities like dining, working out, and/or recharging — as well as Gaming Moments, which enabled the brand to tap into the explosive popularity of Pokémon Go.
"It's important to move quickly when a phenomenon like Pokémon Go takes hold of audiences," said Dube. "With Aki's mobile moment ad platform, we're able to reach fans of the game now, while they're in the right mindset, and with a message that speaks to that mindset. Aki's mobile targeting is more sophisticated than the traditional framework while still adapting easily to the evolving mobile experience."
In addition to enabling targeting of mobile moments, Aki provides detailed campaign performance, including moment-by-moment campaign insights as well as standard campaign reporting. This sets the stage for more effective optimization, while also providing a unique and detailed view into a brand's audience's mobile journey.
"The consumer experience is core to the efficacy of a mobile campaign," said Scott Swanson, CEO and co-founder of Aki Technologies. "Stonyfield understands that the best way to engage consumers today is to understand the kind of moments they experience and then, when the time is right, build on those experiences. That — the ability to complement a given moment — is something that really needs to happen more in all advertising."
Read about the campaign in Adweek.
About Aki Technologies
Aki Technologies helps brands own the mobile moment. As the first ad platform built for mobile moment targeting and insights, Aki interprets the full range of mobile data signals to gauge and predict a consumer's receptivity to brand advertising. Aki's Mobile Moment Index™ ensures that brands reach consumers when they're most receptive — and with the optimal creative format — while Aki's Mobile Moment Performance Insights™ provide in-depth, moment-by-moment analysis to optimize success and inform future campaigns. With unmatched insight into the billions of data points that comprise mobile activity at any given moment, Aki transforms the ad experience for mobile consumers and increases advertising efficiency for brands. The company was founded by the mobile ad pioneers behind Mobile Theory (acquired by Opera in 2012), and has offices in San Francisco, New York, Chicago, and Los Angeles. Visit http://www.a.ki or follow @akiunlocks to learn more.
Source: Aki Technologies
