With the R2B2 Multiscreen network, it is now possible to target mobile phones by brand and model. The first to try it out was Samsung

Advertisers that use the R2B2 Multiscreen programmatic ad network can now target their ad messages to specific mobile brands and models. This type of targeting is being introduced shortly after R2B2’s launch of targeting by specific TV brand and model.

The brands that can be targeted include names like Apple, Samsung, Huawei, Xiaomi, and Lenovo. The number of brands that can be targeted is approaching 100, and advertisers can choose from several thousand specific models.

According to František Bauma, product manager at R2B2, it is a programmatic achievement that is useful for a large number of advertisers. “Targeting mobile devices and some specific brands is a standard part of the Adform DSP. However, the option to target specific models was still missing. That’s why we have been working together with Adform on new types of targeting to enable advertisers to simplify their work and at the same time reach more precise audiences with their ad messages. We believe that this new way of reaching mobile users will appeal to a wide spectrum of advertisers and ad publishers, whether they be involved in e-commerce or the gaming industry or they are manufacturers of mobile phones themselves.”

Samsung was the first to try out this targeting option in a campaign. “The campaign advertised time-limited sales on select Samsung models. Based on our internal data and research, we only wanted to present this offer to people with older models, because they are the most likely to get a new phone. And this new type of targeting made it possible for us to do that,” says Lenka Felberová from the agency Cheil Worldwide.