The ability to reach consumers where they are at a particular time is useful for merchant coupon targeting, geo-conquesting, weather-related sales creative, event takeovers and more. This ‘here now’ approach allows an advertiser to find a consumer at the location that is most relevant for the advertiser.
It is difficult to identify the consumer behind a mobile advertising opportunity due to sparse metadata and the lack of cookies available for mobile ad impressions.
Location awareness is the solution for mobile advertising. Mobile is location. For all of the data that we see, the most consistent signal is location of the device. This can be the IP address or the latitude and longitude or zip+4 as provided by opt-in application usage.
The ability to reach consumers where they are at a particular time is useful for merchant coupon targeting, geo-conquesting, weather-related sales creative, event takeovers and more. This ‘here now’ approach allows an advertiser to find a consumer at the location that is most relevant for the advertiser.
In addition to ‘here now’ advertising, the ability to segment users by locations where they are frequently allows advertisers to reach and retarget consumers at work, home or play.
The uniqueness and strength of using location information, which translates to the physical placement of consumers, extends beyond reaching consumers at a particular place.
Being aware of consumers’ frequent locations allows marketers to turn a sparse mobile audience into rich audience profiles as profiles can be enhanced by connecting first-party client data and third-party data via location information.
Marketers can use their own consumer loyalty and shopping data to create specific consumer location segments, which in turn can be used in mobile advertising, targeting specific locations to find new customers or retarget existing ones.
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