MobileFuse’s Mindset Video Aims Ads For The Right Location, Weather

Whether for branding or direct response, marketing is all about the “receptive moment.”

MobileFuse's Ken Harlan
MobileFuse’s Ken Harlan

MobileFuse is extending its Mindset Targeting for smartphone-based rich media and display ads to online video, as the mobile ad network looks to round out its offerings for major brands.

The company, which has sales and marketing in New York and engineering in Waltham, MA., had previously done pre-roll video along with other ad units. But with the introduction of Mindset Video, MobileFuse is bringing all its targeting capabilities to bear on contextual, location-based data to streaming media a year after rolling out its ability to target what CEO Ken Harlan calls the “receptive moment.”

“The incorporation of video as another medium for the Mindset Targeting is something we’re really -excited about, because it’s one of the best ways to make that emotional connection between an advertiser and a consumer,” Harlan said.

Much like its existing targeting product for mobile display, Mindset Video collects specific location data — down to the square meter, noted Val Katayev, the company’s co-founder and managing member — and adds environmental data, including the time of day, weather conditions, local event information, and census information.

By taking this ever-changing data into account, advertisers craft video ads designed to find consumers when they’re most open.

MobileFuse's Val Katayev
MobileFuse’s Val Katayev

For example, Harlan and Katayev illustrate Mindset Video’s proposition by suggesting that a consumer is sitting with their phone open at the airport. After finding out their flight is delayed, would that person be more interested in seeing a beer ad — or an airline ad? “It’s pretty safe to say that the beer ad would be the way to go,” Harlan said.

“The other point is that the same location will engender different mindsets at different times of the day,” Harlan continued. “I was at a bar for lunch today having a sandwich. Most people there, as far as I could tell, were business people. Later this evening, at 8:00 pm, it’s probably going to be 20-something year-olds that got out of work. They’re going to have a different receptive moment than I would if I was at that lunch during the day. We can help clients adjust the message and delivery accordingly.”

While MobileFuse is clear on staying with its focus on ads created for and delivered to smartphones, Harlan and Katayev said that they do see the application of its targeting becoming more universal.

“When MobileFuse started five years ago, it was strictly a ‘mobile ad company,’ but as time progressed, mobile became part of everything in our culture,” Katayev said. “And we actually view ourselves as a cross-screen, mobile-first advertising platform. We can’t be ‘siloed’ anymore because every laptop is now a tablet, tablets are mobile, laptops are mobile. Still, the bottom line is that mobile data is more and more valuable. And that’s especially true for video.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.