Last month I attended the IAB ‘mobile location’ seminar along with some of the affilinet team. The event focused on six panel speakers presenting the different ways location can be used to create successful creative campaigns.
Location is arguably what sets mobile apart from other forms of media, and is something which brands and agencies should be excited about. Advertisers are able to add context and relevancy to their advertising efforts, allowing them to deliver the right message to the right person at the right time. Up until a few years ago there were only a few data sources. However, location adds another contextual layer to further enhance advertising across devices, allowing for more engaging and effective marketing campaigns.
One of the seminars that stood out was Tom Pearman’s from Weve which explained the value of Geo Fencing in location marketing and the key stages it can be used in a marketing campaign.
Geo Fencing is a feature in a software program that uses the GPS or Wi-Fi to define geographical boundaries. Smartphones today have pre-installed GPS chips which use satellite data to calculate a person’s exact position. When a GPS signal is unavailable, geolocation uses information from cell towers to triangulate a person’s approximate position; a method that isn’t as accurate as GPS but has greatly improved in recent years.
Geo Fencing can gather a range of information from mobile browsing activity including location, interests and demographics. Brands can use Geo Fencing in three key stages of a marketing campaign:
- Plan– Geo Fencing can be used to gain insight into customers’ behaviours through the effective tracking of their movements. This can provide advertisers, publishers and networks with data to reach the right audience. The planning segments can be used to target specific consumer segments such as zone 1 commuters, long haul travelers or people who enjoy going to music festivals. For example, Music festival lovers tend to be young sociable people who love great music, demonstrated by how much they attend these festivals.
- Deliver – Understanding where consumers regularly go can help you to understand what consumers like and in turn target them accordingly. This is a great opportunity to deliver live brand messages to the right people at the right time. For example targeting consumers with message notifications when they are near a specific store or in a specific area.
- Measure– You can use both Geo and Wifi to measure the value of location marketing beyond the click by observing everyone who visits stores and enters the Geo Fence area. Wifi can be used to then track the in-store footfall to locate the total unique users by time period.
Overall the mobile location seminar was a great event with insightful presentations and debates. I believe that Geo fencing is a fantastic opportunity for brands to engage effectively with their consumers.
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