Where to find Wearable Wearers?

While we’re good at tongue-twisting headlines, what we’re even better at, is finding people who are in the market for wearable technology devices. 

More commonly known (by marketers and techies alike) as ‘wearables’, it’s a huge growth area in consumer technology. Gartner is forecasting the global market will see an 18% annual increase in 2021 to over $81 billion. Like many things this year, the rise is due in no small part to the pandemic. Consumer interest in health monitoring and a rise in remote working are seen as significant factors to market growth. 

Smartwatch end-user spending increased 17.6% to reach $21.8 billion in 2020. Smartwatch growth, which was driven in part by new users entering the market, will continue through 2021 as new processor technologies and improvements to solid-state batteries increase battery life and shorten charging times.

In such a high-growth fast moving market, audience targeting is obviously key to the overall marketing strategy. The imminent demise of cookies has led to a change in tactics in how big technology brands reach consumers interested in wearables, and they’ve been turning to cookieless data resources from ourselves and Skyrise Intelligence to decrease the waste in ad-spend on uninterested eyeballs to find an in-market wearable audience.

How Skyrise can help find wearable tech?

Skyrise uses telecommunications data from mobile network carriers by anonymizing and aggregating it to analyse audiences and identify opportunities for growth in a privacy compliant manner. This unique dataset allows Regital to understand a wearables audience through CRM data, digital behaviours and location signals.  

Who are the wearables audience?

The wearables audience falls into three broad categories of; fitness tracker, sleep tracker, stress tracker. There are some obvious overlaps, and a general theme across all the tech advertisers around community engagement and wellbeing.

An overarching challenge exists in which tech ecosystem the consumer falls in. While people do switch, people are generally fiercely loyal to camp Apple or Android. Once you’ve bought various brand specific accessories, apps and tech, making the switch is more expensive and time consuming than a simple trip to the phone shop. When it comes to reaching a wearables audience, brands therefore want to avoid valuable ad-spend reaching devotees at either side of the debate.

How we identify technology “wearers”

Skyrise Intelligence create high quality audiences by profiling the digital and real world behaviours of 20m+ UK mobile phone users. The proprietary technology identifies the optimal times and places to reach an audience based on aggregated, statistical pattern analysis. We’re able to identify a technology “wearing” audience through analysing their weblog data, which is essentially all app/url data transacted through the Telco. This data is passively collected and unbiased. It’s also key to note that this data is timestamped, enabling us to understand usage by hour, by day. When building audiences using this data, we’re able to apply boolean logic as well as rules such as frequency of use. The data set is dynamic, with a look back period of 1 year, however we generally use the last 3 months of data to identify active users.

To find the wearable users, we query the Telco dataset to find users of either the Apple “Watch” app, or “Wear OS” for Android Users. Active usage of these apps is all we need to find our audience here, unless amongst us are swathes of people regularly loading up these apps on their phone and then looking down to an empty wrist.

Should, but don’t

Being able to reach current wearable users is perfect for finding a user base you can sell newer models, encourage app downloads or even to sell gym memberships, but to find users that are likely to want the tech, but don’t yet have it, you have to take one step back. To find these users we leverage weblog data as well as CRM data. Our CRM data set is generally used to understand age & gender, but also includes mobile device model. 

As a starting point for these audiences, we therefore split out Android vs Apple owners using our CRM data. On top of this, we overlay weblog data to identify users of various fitness, sleep tracking & stress tracking apps. Overlapping this with negative targeting of the “Watch” and “Wear OS” apps means we’re cutting out any potential wastage in our campaigns.

We’ve found our target audience, what’s next?

Once built, audiences are then loaded into the Skyrise platform. This is essentially a data visualisation tool that neatly displays all of the key demographics, digital behaviours and geographic location related to the audience we’ve just built. Clients love the visuals here, as at a glance they’re able to see who it is we’re actually trying to target, as well as gaining valuable insight into the audience.

Location

Diving deeper into the tool, and the data that powers it, we can begin to build out data driven approach to reaching the audience at scale. Residential location, identified through analysing patterns of movement using cell tower data, is one of the most powerful outputs we use to underpin campaigns. We’re able to understand, at as granular as a postcode level, the density of our target audience relative to the total number of people living there. We output and rank this data, ready to be ingested across various platforms. 

Skyrise location data is generally split into 3 tiers of over-indexing locations, allowing for further optimisation and reporting when it comes to running the campaign. Using the same cell tower data, we’re also able to understand key locations outside the users residential address. The key application here is obviously OOH planning, which we’re starting to see crop up more often now that restrictions have started to lift across the UK.

Contextual

Digital affinity drives the other main Skyrise output. Through analysing the audiences digital behaviour vs the rest of the 20m data set, we’re able to understand the sites and apps that index particularly well, and also the times at which they use them. We then rank and output this data, matched to the top 1,000 publishers with available programmatic inventory. Coupled with this, keywords are pulled from the metadata of these top indexing sites and then ranked to inform keyword targeting strategies.

With so many digital data signals, wearables is the perfect audience to use telco-data for audience profiling. We’re able to identify wearers, switchers and aficionados. It’s the perfect wearable finding tool.

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