Led by CEO and co-founder Saad Uddin, Native Touch helps marketers navigate the programmatic ad space via an omnichannel, mobile-first approach to advertising, extending its rich, proprietary data sets across all digital user touchpoints.
Recently, Native Touch has made the move to extend its targeting and measurement capabilities from mobile-only to all major programmatic channels. “The ability to use data in a more customized manner is a great value for marketers who want to reach a very specific set of audiences,” says Uddin
For instance, when a beauty and skincare brand was aiming to enhance national awareness and ad recall, Native Touch’s strategic approach to targeting led to amplifying the brand’s message and resulting impact. Leveraging their custom audience database (including users who have expressed interest in beauty and cosmetics), Native Touch utilized connected TV (CTV) to strategically retarget audiences who had previously been exposed to the beauty brands DOOH ads. The campaign achieved a visit rate 475% higher than average for the retail industry at the time (at 13%) and effectively increased brand awareness across Canada. “By connecting the devices, and by bridging the gap between consumers on multiple different channels, we can do more holistic measurement.”
But the company’s offerings go beyond strategic targeting. In addition to customized data, Uddin says Native Touch can adapt and customize creative for digital devices that were previously made for traditional channels, such as TV, radio, or print. It can also add features, such as dynamic data or QR codes, to promote further engagement with brands. Connecting dynamic creative across all channels results in consistent messaging and interactive ad creative.
Looking to the future, Native Touch has its eyes on launching a brand-new reach and frequency product later this year to promote even more cohesive campaign planning.
Marketers typically have a sweet spot when it comes to the impact of reach and awareness, Uddin says, and the new tool will allow them to determine the point of diminishing returns on ad spends. It “allows our clients to confidently budget appropriately against the audiences that we sell within our platform.”
The new product comes during a time when Uddin notes that well-overdue scrutiny is coming from the government on the privacy front, while limitations are coming from players like Apple, which has imposed restrictions on cookie-based and ID-based data collection for several years.
While the online ecosystem is now comprised of users who share their data or IDs and those who don’t, many marketers continue to target only users who make their data available, Uddin says – and that base has decreased dramatically over the years.
“There’s a whole bunch of greenfield in terms of consumers that need to and should be reached in a more intelligent manner,” he says. “With our solution, which is not ID-reliant, we have the ability to model and ultimately surmise whether it’s a new consumer or whether they’ve previously seen an ad or not.”
When IDs aren’t available, Native Touch is using AI modeling to evaluate whether a user falls into a specific audience bucket and has previously been delivered an ad, and if so, how frequently. “We’re able to manage reach and frequency in a more efficient manner and have a more unified, effective approach to audience targeting.”
