Geo-Precise Mobile Advertising

It happened this week: Google has stated that mobile searches overtook desktop searches in 10 countries including the United States and Japan. Marketers and researchers have been saying this would happen for years. We officially live in a mobile world.

Marketers have been creating and using different types of mobile ads for years.  As the technology has changed, the types of mobile ads have developed into highly targeted branding messages. There are many types of demographic profiling that is being used to get to a specific consumer including information such as age, income, and geographic location.  According to the Mobile Marketing Association, mobile ads can leverage a user’s current, past or future location. Combine this with demographics, social behaviors and visitation patterns and you can get a truly targeted and engaging advertising experience.  Brands and companies are using specific targeting to increase the relevance of their message. eMarketer stated in a recent study that currently geo-targeted is relatively small, but by 2017, brands could be spending over $2.74 billion on mobile display advertising. A mobile ad will perform differently based on the location of the consumer.

What is Geo-Targeting?

Location is the most important aspect when it comes to mobile advertising. It allows marketers to know where a device is in real time, so messages can be sent that are relevant to where the mobile user currently is searching. This also allows marketers to analyze and create consumer segments based on places, visitation patterns and buying behaviors.  Location targeting is getting more and more precise.  Geo targeting involves a large range of location perimeters from location within a specific country, state or city down to a DMA, MSA and zip code. There are four different types of geography-specific targeting that are defined below. These targeting methods require geo-precise information such as GPS, Latitude and Longitude and WiFi availability. Pinpoint targeting areas allows for higher performing ads, but lower overall reach.

Geoaware: The real-time location of a mobile user is detected and location appropriate messages are served to the device.

Geofencing: The perimeter is set around a physical location (for a brand or a store) and ads are only served to mobile users within that perimeter.

GeoConquesting: This is a variation of geo-fencing where a perimeter is set around a competitor’s location. Ads are then sent to the mobile user within that perimeter.

Indoor: Ads are served to mobile users when their presence is detected inside a physical location.

Marketers are creating mobile ad products and campaigns that utilize geo-precise information. One such program has been developed by YP. The Cross Device Marketing Advertising Program will send ads to consumers as they move from their searching on on their desktop or tablet to their mobile phone.  Mobile advertising platforms continue to develop and get more specific to user’s needs.  Emarketer stated that consumers are moving targets, and brands need a keen understanding of real-time geo targeting tactics. Brands also need the insights to recognize that leveraging historical location data can be just as powerful data as real-time geo-targeting.

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