LOCATION BASED MOBILE ADVERTISING
Location-based mobile advertising (LBA) is a new form of advertising that integrates mobile advertising with location-based services.
The technology is used to pinpoint a consumer location and provide a location-specific advertisement on their mobile devices. GeoFencing and GeoRetargeting are the most widely used LBA tactics.
This Audience Extension program uses a Geo-fence as a layer of data intelligence that allows advertisers to make decisions or take some action based on a geographical area. Increase ROI in an ever increasing mobile society, driving traffic and sales.
Mobile marketing allows a customer’s location to be a data point in determining which promotion to send and when. Allowing for ads to be tailored to a customer’s real-time location.
Geo-Fencing & Geo-Targeting Are Parts of the Awareness & Consideration Phases of Buying Cycle.
Based on where a consumer is in real time!
Fences are drawn around a predetermined location or business. Call to action ads are served to a consumer’s mobile device if they are within the radial fence.
- Find users within a specific radius of a location, based on home or current location
- Target multiple locations
- Find visitors to all nearby dealer locations (geoconquesting)
Geo-targeting is closely related to Targeting. Learn more about Targeting.
Geo-targeting is closely related to Targeting. To learn more to go to Targeting/Re-targeting page
Definition: A user gets ads while in a targeted location.
GeoFencing is a solution in which a virtual barrier is created around a defined area. A geo-fence can be as broad as a state or very hyper-local.
A geo-fence is used in a mobile ad strategy to trigger the deployment of or show eligibility to receive certain ads and notifications based on the location of a smartphone user.
Defined area is no smaller than 1 mile
Definition: A user gets ads after they have left the targeted location.
Retargeting allows you to target consumers with ads based on the fact that you know they were within a fenced area even though they may not be anymore.
For example, if you created a fence around a quick service restaurant to advertise their weekly special, and then the consumers who are in the fence, and receive the ads get re-targeted later.
They may be at home, outside of the original fence, and still receive that restaurants ads.
- Build highly accurate re-targeting audiences using beacons & lat/long geofences
- Reach this audience with multiple re-targeting offers
- Great potential to drive repeat customers for service departments, especially when combined with geo-targeting of nearby homeowners
Order any and all of these solutions with Creative Services here
GEO-FENCING RELATED RESOURCES AND LINKS
Display Advertising Creative Format Guidelines and Best Practices
Sinclair Digital Ad Specifications are guidelines for ad format development, including information about ad dimensions, file sizes, file formats, animation and asset delivery.
ONE SHEET SUMMARY
- 4 out of 5 consumers expect mobile ads to help them find something nearby and more than half of them expect mobile ads to influence them to switch brands. This is great validation for advertisers to incorporate geo-fencing as part of a comprehensive strategy.
- Build geo-fences around where the advertisers customers are likely to be, which may not always be where the advertiser is. Competitor conquesting has proven to be a hugely successful tactic for many big brands.
- Geo-fences should be within a 4-5 minute travel radius from the targeted location to remain relevant.
- The message of the ad should prompt immediate action. The call-to-actions should be clear and concise to best drive conversions.
- Build brand loyalty by acknowledging how the advertiser is using a consumers location information. Mobile consumers are open to receiving discounts, offers and relevant advice, but they want to maintain their privacy – be transparent about how advertisers are using their information to help gain their trust and loyalty.
- The smartphone plays a key role throughout the day for the targeted on-the-go consumer, which translates to businesses now need to be an active participant in mobile marketing.
- Leverage geo-fencing as part of a comprehensive targeting strategy. Context targeting, day-parting, content targeting and retargeting are just a few other targeting methods that you can choose to implement.
- Data is key, be conversant with it. Advertisers are consumed with calculating ROI and making data-centric decisions. Our tools exist to aggregate and analyze user engagement, conversions and brand lift, all measures of ad performance and effectiveness.
- Besides the perfectly placed café ad that was served to a consumer walking down the street, what are other examples of successful geo-fencing campaigns? Make impact with geo-fence ads around an advertisers largest competitors, or offer coupons to consumers close by a retailer, redemption rate is 10x more than traditional coupons.
- Rather than a circle, you can now draw any shape around a geographical area. The key is finding a relevant location for the brand. This is an area where people will share intentions and allow advertisers to find a higher percentage of people interested in your products or services.
- Exclusive ads are reserved for the advertiser enhansing brand lift around the page where the sponsored content resides.