The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
Expanded in-app messaging capabilities now include location and behavior segmentation, easy integration with rich media and deeper analytics
PORTLAND, Ore., – July 10, 2013 – Urban Airship, the global leader in mobile solutions to build relationships with connected consumers, today introduced next-generation enhancements to its app engagement platform, including new ways to engage all app users and targeted audience segments with rich app content, marketer-friendly UI enhancements and deeper analytics. Push messages dramatically increase app engagement and boost sales and customer loyalty, but they only reach an app’s opted-in audience. Businesses can now use Urban Airship to deliver compelling rich app pages and in-app message centers to reach all app users, as well as highly targeted audience segments using the same industry-leading location and behavior targeting engine behind its high-performance push notifications.
In asingle message creation workflow, marketers can now easily create and preview rich app pages including multimedia content, offers, surveys, forms and more, to be accessed via an in-app message center or inserted within key areas of their app across major mobile platforms with no need to resubmit the app or involve IT or developers. By combining stated preferences, in-app behavioral information and location history, marketers can improve segmentation and drive greater personalization to create more relevant and engaging experiences across their app audience.
“The Rip Curl Live Events App offers surfing fans access to everything they want to know, as it happens, wherever they are in the world, and statistics don’t matter nearly as much as compelling visuals,” said Brendan Downs, global web master, Rip Curl. “Urban Airship allowed us to send photos and videos to an email-like inbox within the app itself with push messages alerting users to new content. This capability really appealed to us as well as our app users with nearly a quarter of app opens driven by push messaging.”
Companies can now maximize the benefit audiences receive from these visually rich messages by leveraging Urban Airship’s segmentation engine to tailor content according to user’s preferences, app behaviors and location history profiles. Message centers offer an always-there, in-app communications hub with message-countbadge icons to keep messages handy until users are ready to view them, creating the perfect place for retail coupon codes and richer, more personalized content that will help move users closer to achieving an app’s conversion goals.
Urban Airship includes several out-of the box templates for rich app pages and its message center can be completely customized to the app’s look-and-feel. In addition, businesses can integrate their messaging strategies with third-party tools for lead-generation forms, surveys, A/B testing and company-wide analytics. With this latest platform update, Urban Airship also introduces deeper analytics for more precise insight into the performance of individual messages, including new top-line aggregate insights and message responses over time.
“Seeing what customers across numerous industry verticals have already achieved through our rich content delivery, the future will be extremely compelling for both businesses and end users with content targeted to their interests and context,” said Scott Kveton, co-founder and CEO, Urban Airship. “Not only will it be easier than ever to drive more compelling experiences across your entire app audience, organizations can now richly serve individuals’ needs and gain their feedback in formats proven to be more effective than simple text-based messages.
About Urban Airship
Urban Airship enables brands to build relationships with their constantly connected customers through Mobile Relationship Management solutions that streamline delivering highly targeted cross-platform mobile push messages and creating and managing Apple Passbook passes and Google Wallet cards. Billions of push messages and tens of thousands of passes are delivered each month, sparking exceptional consumer experiences, driving app engagement and increasing customer loyalty and lifetime value for leading brands such as CBS Interactive, Cinemagram, ESPN, Groupon, Walgreens and Warner Bros. The company’s solutions manage the end-to-end process of high-performance push messaging, location-targeted messaging and digital wallet management. For more information, visit www.urbanairship.com and follow us on Twitter @urbanairship.
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