And what you're reading on your phone
June 24, 2014, 6:20 AM EDT
Location data has long been a key selling point in convincing marketers to buy into mobile advertising, but it’s not gaining the traction networks had hoped for. Now location-based ad networks are enhancing basic geo-fencing capabilities with deeper consumer behavior formats.
Mobile ad networks, including xAd, Verve and PlaceIQ, offer marketers granular and retargeting capabilities that build campaigns around sets of consumers—a tactic that advertisers are already familiar with. “A lot of agencies and marketers understand audiences better than they do geo-fencing, so when you start to phrase things that way, the buy-ins become easier,” explained Monica Ho, xAd’s svp of marketing.
The belief is that hitting a consumer with an ad based on their exact location at one moment is not as effective as serving up ads tailored around the last 20 places where that consumer has been or other pieces of content that they’ve recently looked at on a smartphone. “It adds another dimension to not only where [consumers are] standing but also who they are,” said Michael Boland, chief analyst and vp of content at BIA/Kelsey.
A recent campaign from the Montana Bureau of Tourism and Starcom MediaVest Group’s Spark is one example of this strategy. The tourism bureau and Spark worked with PlaceIQ to wrap ski resorts with technology connected to a tile platform. The hypertargeted technology helped the marketer pinpoint specific locations to serve ads from October 2013 to February 2014.
For the rest of this article & mobile director, Jeff Malmad's insights see here