Los Angeles-based PageWoo is betting its solutions can make mobile advertising decisions easier and more intelligent for large advertisers and agencies. By using remnant inventory, clients can skip the content creation stage and proceed straight to optimized targeting using location-based ad buying tools. PageWoo lets advertisers use geo-fencing to target specific demographics – a potential home run for mobile advertising.
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We chatted with PageWoo President and Co-Founder Holden Steinberg about...
Why are you taking on mobile advertising?
It all starts with the problem we are seeking to solve – why is it easier to advertise online than it is on mobile devices? At PageWoo we’re rethinking – and disrupting how brands deliver ads on mobile devices. We hope to transform the mobile advertising landscape; influencing how brands reach and communicate with their audience in the mobile world.
How will Pagewoo change mobile advertising?
We are not only a content-generation engine, but also a multi-image testing platform. We can target ads based on location and even on the weather, and provide detailed analytics that can be used for retargeting. We can target down to 100-person block groups and generate instant creative depending on what’s going on around the person.
An important part of our platform is our ability to aggregate digital assets that we efficiently stitch together in ad units and optimize based on performance. This allows our clients to create more effective campaigns without having to do a lot of work or invest a lot of resources into creating assets, which includes landing pages and banner ads, among other things. We can tailor the ad creative instantly to address the needs of each individual impression.
What challenges have you faced since launch?
As a startup, there are continuous challenges that we are faced with. Our primary challenge is that the space we're involved in is evolving so quickly. We've been very quick to react and adapt, and we aim to ultimately provide the best solution for our industry. But, this industry we are in – mobile and geo-aware – is evolving at a rapid pace.
What have you achieved so far?
We were extremely excited to launch a Mobile Sponsorship with TriNet, the leading cloud-based provider of HR services, at the SXSW Interactive Festival this past March. The campaign was a collaborative effort that uniquely used the mobile device and hyper-local situational targeting to drive brand awareness and direct consumer engagement with the TriNet brand at SXSW. In the case of TriNet, this included boosting their booth foot traffic to their “YamTrader” booth and targeting ads to their core audience of tech influencers.
We believe that advertisers like TriNet are driving ROI and seeing true success with mobile because of the highly contextual nature of geo-fencing, and it is always great to be able to tell that story. Their campaign blew it out of the water as far as click-through rates and conversions go – more than triple industry standards.
What are your goals for the rest of 2013?
We are very excited on what’s on the horizon for PageWoo in 2013. We will continue to launch innovative mobile campaigns for our clients and deliver results worthy of shifting advertising budgets continually toward mobile. Recruiting is also a priority right now. What we are building is massively difficult and we need to find the absolute best talent from around the country to help us solve some really big challenges for our clients. Building a robust sales machine around our product is essential.
Visit PageWoo’s website, check out their BILA profile and follow them on Twitter at @pagewoo and @mobileadgal.
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