Screenvision Media will be the first customer for Sito LABS (Location Audience Behavioral Sciences), a data as a service mobile marketing platform to help marketers analyze and target consumers. Through Sito LABS, marketers can use Sito Mobile’s location-based data to access enhanced behavioral data and analytics about custom audiences and locations.
In addition to actual location data, the dynamics of the mobile media ecosystem provides the opportunity for unique two-way information sharing, so insights into consumers’ movements and behaviors can also be analyzed and addressed. This dynamic data flow provides constantly updated and ever-changing information about consumer preferences and behavior.
“Sito Mobile’s launch of Sito LABS represents our initial steps toward productizing and monetizing our owned-and-operated data asset and is part of our broader efforts to leverage the complementary value of our data management platform and its powerful location-based mobile data,” said Jon Lowen, Sito Mobile’s executive vice president of operations and product development. “Our large and growing mobile data DMP provides unique and dynamic insights into mobile consumers’ location-based behavior. Mobile location-based consumer data extends the insights available to marketers far beyond their traditional CRM tools.”
Lowen continued, “Sito LABS, in combination with our capability to deliver media and report on attribution in real-time, offers our clients an end-to-end marketing and advertising solution that provides increased performance and one platform on which to plan, execute and measure media spend.”
“We’ve made a strong commitment to leveraging mobile and other technologies to elevate our moviegoer insights and in turn, deliver greater value for our clients. We have developed a solid alliance with Sito Mobile over the past few years, and are excited for that relationship to evolve as we continue tapping into the rich data and insights that will be gleaned from Sito LABS,” said John McCauley, chief strategic development officer, Screenvision Media. “As a company, we are always looking for opportunities to strengthen our audience targeting capabilities for brands. Gathering additional behavioral data points about who comes to the movies each week, and what they do once they leave, is invaluable in this effort.”
Sito Mobile http://www.sitomobile.com.
Screenvision Media http://screenvisionmedia.com/