Brian Cowley, the recently hired president and CEO of San Francisco-based mobile advertising agency Ad Infuse, is no stranger to the perils of unwanted marketing campaigns — especially on hand-held devices — so he knows the key to success in his company’s field is to approach consumers with the utmost of precision.
“Cell phone users are obviously wielding more of a personalized device, so they’ll be particularly unhappy with spam,” said Cowley, who joined Ad Infuse in March. “So, we have to be much more diligent with our market research to make sure that we are targeting only people who will be compelled by mobile advertising.”
Using their self-created market research tool titled adinMotion, Cowley and Ad Infuse work to find and incorporate specific demographics, trends, professions and genders into their marketing partnerships without infringing on cell phone users’ personal privacy.
This direct marketing strategy provides Ad Infuse with the ability to reach consumers in a manner traditional advertising has not yet developed, Cowley said.
“We were at a tech conference surveying a group of teenagers, and at first 100 percent said they didn’t want advertising on their mobile devices,” Cowley said. “Then, after it was explained that the advertising would only be catered to their interest, there was a complete turnaround, 100 percent said they would be interested. That instance proved that if you can execute meaningful advertising, this medium could be an extremely important tool.”
Cowley came on to Ad Infuse — which was incubated two years ago by Stormventure before becoming independent a little over a year ago — after stints at Infospace as director of their mobile advertising campaigns, and InPhonic, as executive president of their business development branch.
As president of Ad Infuse, Cowley will seek to merge the relationships between carriers, such as Versaly Entertainment, with various advertising brands and media content packagers, such as the New Yorker.
“We will continue to focus on building our ad servers to have a mobile inventory,” said Cowley. “We also will maintain business developments for our content carriers and seek to increase our advertising sales to get the most out of our mobile advertising.”
With this approach, Cowley hopes to usher in Ad Infuse among the first wave of companies taking advantage of the immerging field of mobile advertising.