As an increasingly digital-native society, mobile has enabled us to find out more about our location than ever. Even when we’re outdoors and on the move, the internet is just a few clicks and swipes away, meaning we’re able to easily search anything in our immediate environment to augment our experience of it – as evidenced by the fact that ‘near me’ searches have sky-rocketed 130% in the past year alone.
While the use of location in targeted marketing is not new, its use as a tool has only sharpened with the increased adoption of mobile devices. This is most often embodied through interaction with associated mobile ads, corresponding store visitation and/or website traffic, app downloads and social amplification around the brand. Mobile is also used at scale to measure attribution post-campaign, providing the data media planners need to prove their strategy worked.
A lot of data comes from installed apps that share a phone’s location collected from Wi-Fi and GPS signals throughout the day — this happens only when users elect to share their whereabouts. Many people see incentives to do so, like to learn about the local weather and traffic, or even to receive a more personalized retail experience. Google/Ipsos Connect found 67 percent of smartphone users are more likely to purchase from companies whose mobile sites or apps customize information to their location.
As individual channels, both mobile and out-of-home offer advertisers the ability to cleverly leverage insights about location to reach consumers at pivotal moments in their daily lives. Nonetheless, the real opportunity lies in combining the insights of both channels in order to amplify their natural strengths, creating a ‘targeted broadcast’ effect.
This is most effective when extending an OOH campaign where consumers have a high dwell-time and are likely to be active on their mobile phones – airports, train stations, or shopping centres, for example. Such spaces provide a sufficient area of scale and levels of footfall to link consumers’ exposure to an OOH campaign with mobile targeting.
By linking data from mobile ad exchanges or by using App data, advertisers can also analyse consumer movement post campaign exposure to assess the impact on footfall.