Location Based Mobile Advertising

The importance of in-app inventory and accurate location targeting

Targeting specific locations enables you to reach potential customers and display ads on their mobile devices. Location-based advertising is an extremely useful tool capable of bringing great value when applied properly.

Examples:

• Reach audiences interested in a specific niche by targeting relative events or seminars.
• Reach commuters by targeting high traffic stations.
• Reach wealthy individuals by targeting locations such as golf-clubs or similar establishments.
• Reach students by targeting colleges or universities.

The process is simple. A business with a physical location simply needs request for a GEO-Fence to be created around a given location or branch which will enable them to target customers who are within that range by using their mobile devices. A GEO-Fence can be anywhere from 50 meters to 5 miles and it’s up to the client to determine the best fit.

A few things need to be taken under consideration for a successful application. For a positive outcome, it’s important to have a significant amount of in-app inventory as 80% of users’ mobile activity is in-app. Using a generic platform (or DSP) has proven to be ineffective when compared to the application of more connected (mobile-oriented) exchanges and SSP’s. When it comes to locating mobile devices’ actual location, there are a few things to keep in mind.

• Firstly, the most effective and accurate way of determining the location is via GPS.
• Secondly, a location can be determined by detecting wifi touch points which is also quite effective.
• Next, the location can be determined by using cellular towers. However, this is not recommended because it’s not nearly as accurate as the above-mentioned methods.
• And finally, a location can be determined by using IP touch points which is also not recommended as it’s only accurate on a city level.

Website / URL Targeting

Compile a list of publishers who target the same type of audience as you. The concept of publishing ads on specific mobile websites also known as whitelisting is obviously not something new, however, this doesn’t mean that it’s not an effective technique. In fact, it happens to be an important and quite profitable form of mobile advertising. The reason for this is the fact that there are new publishers connecting to ad exchanges and SSP’s every day. These publishers direct their efforts towards specific audiences and niches most clients and advertisers are not even aware of.
Once you have your GEO-Fences set up, the next step is to utilize mobile display advertising to reach specific audiences/niches. For example:

• Fishing publishers
• Home decoration publishers
• Construction publishers
• Cricket publishers

The list is almost endless. Clients or advertisers can benefit greatly from contacting a mobile programmatic platform (or DSP) as it’s very likely that their targeted audience can be reached by finding publishers operating in the same niche.

Reach your desired audience

The great thing about serving over 200 000 apps is that you get the chance to reach every audience there is. These days there is an app for every activity, hobby, and interest you can think of. Clients and advertisers looking to target a specific type of audience are likely to succeed if they take advantage of this opportunity. When a programmatic advertising platform has an extensive list of adexchanges to connect with, the chances of finding and reaching the desired audience are drastically increased.

An opportunity waiting to be capitalized on

The ability of a Demand Side Platform to detect and take advantage of the active language on a specific smartphone truly separates it from the rest and provides endless possibilities. Think of it this way, when a tourist visits a foreign country his phone, naturally will still be using his native language. Once this potential customer is within the range of the GEO-fence, the client/advertiser would be able to get this information and take advantage of it. It would enable them to advertise their product or service in an understandable for the tourist way. It’s important to have a sufficient amount of (global) inventory for achieving the best possible outcome.

Reaching the desired audience by using accurate demographic data

Every person has different interests and the way they use their mobile device is different than anyone else. What this means is that there are numerous targeting variables and never before have we been able to target a specific audience with such accuracy as we can today.

Usually, a third party data provider would be supplying this demographic data. The quality and the amount of data a provider is able to provide are crucial to the outcome of a mobile advertising campaign. That is why it’s important for a mobile advertising platform to be integrated with quality data providers. It’s important to provide data which is high not only in quality but quantity as well. This is especially true for location-based advertising. Access to accurate variables such as gender, age, interests, etc. is extremely important when it comes to reaching the desired audience on a hyper-local scale.

The importance of targeting different operating systems

For a mobile advertising campaign, the ability to identify not only the type of operating system (OS) but the current version as well is of huge importance. Experience shows that different operating systems can have a significant impact on conversions, especially when it comes to performance-based campaigns. That is why it’s important to choose a mobile advertising platform capable of targeting OS systems as well as current versions.

How weather can influence your campaign

When your product is at least somewhat related to the weather, location-based mobile advertising and GEO-fence utilization can be used to create positive outcomes for your business.

There are many ways this information can be implemented. These are just a few examples:

• A clothing store can promote their winter line when winter conditions take over
• Ice cream ads can pop up near the pool or the beach
• A car wash service can start serving ads in their area after a series of rainy days

How carrier targeting can help your campaign

Conversions can be seriously influenced when it comes to performance-based campaigns and targeting different carriers. Also, actual carriers themselves can take advantage of this by target consumers who are using the services of their competitors. This will enable them to direct very effective and personal ads to that specific audience.

How can you benefit from this

In short, with wifi targeting, we can serve ads to mobile devices which are in close proximity to certain wifi points. It’s even possible to insert/upload an IP address of a clothing store for example into a wifi point. When implemented successfully, after a consumer connects to this free wifi spot, we can direct the relevant ads to their device. It’s even possible to retarget activities passed on results.

Target an audience based on interest data

A user’s interests can be determined by collecting data from cookie protocols or in-app activity. This works by storing information about the user’s activity, i.e what products or links he clicks. All of this information is gathered by Data Management Platforms also known as DMP. A good Demand Side Platform will have access to vast and accurate amounts of this data and with proper application, it can assure a successful marketing campaign.

Incredible accuracy of the location determination

Not too long ago, approximately 4 years back the percent of users who permanently had their GPS switched on was no higher than 5%. These days, due to the increasingly high number of applications which require GPS to be constantly on, research shows that the percentage has risen well above 80%. What this means is that we’re able to locate a huge number of users and their exact location. However, it’s important to keep in mind that many publishers seem to be selling their inventory with fake GPS coordinates as their value can be much greater. That being said, the technology is highly advanced and effective. The possibilities for advertising strategies are endless. Consumers can be located in malls, train-stations, gas-stations and pretty much anywhere else as long as their GPS is switched on.

How can the type of connection affect your campaign

We can target mobile devices which are using wifi, 3G or 4G connections. We can also exclude certain types. It might not seem like it but there is actually significant value to this. For instance, if you happen to be serving a video banner, it would be a good idea to exclude consumers using 3G. By targeting or excluding certain connection types you can take advantage of quite a few other possibilities.

Be in control

We make it possible for you to store relevant data collected from the marketing campaign. Once a consumers’ device has been detected, you can store and even categorize that date for later use. This is possible by implementing IDFA, GAID and Web-ID protocols. In addition to this, we are connected to various Data Management Platforms (DMP) which provides extra data-building options.

Connect with publishers who show similar content

Our technology allows us to determine what type of content is being shown with a given publisher. This is incredibly useful because it allows your ad to blend with the information that’s already being shown in the website/app. The content can be text, audio or even video. This technique has shown great results and it’s likely that it will greatly improve your campaign strategy.

An efficient way to determine what your campaign can achieve

If you’re thinking of serving a specific ad in a certain GEO-Fence on a few specific publishers, our forecasting technology can tell you the amount of inventory available and it’s cost with impressive accuracy. Our tool has proven to be very effective and it can help forecast multiple variables. By implementing this tool, you can plan your campaign in detail without spending a single dollar.

The pinnacle of Location Based Mobile Marketing

We believe that location-based mobile advertising is the most effective discipline of mobile display advertising and with the constant growth of hyper-local inventory, it doesn’t look like this will change.

Our technology allows many opportunities for successful GeoFencing implementation. We can manage the process for you or you can be self-served. Out tool allows for up to 1 000 000 addresses (latitude and longitude) to be uploaded and serve ads for these locations. We can use GPS, WIFI, Cellular or IP addresses to determine a consumers location and it’s possible to switch between these methods at any time. By implementing dynamic banner technology, it’s possible to serve an individual or even custom ads on different GEO-Locations.

We work with various data providers, both national and international, in order to increase our effectiveness as much as possible. These providers can supply us with addresses of almost every category or niche you can imagine. You can target any audience you wish, whether it has to do with education, transport, IT an pretty much anything else.

Possibilities waiting to be explored

Although Native Mobile Advertising is incredibly effective, not many advertisers seem to be aware of the many opportunities it offers. The increasingly high KPI’s prove that taking advantage of this technology can bring significant advantages.

Native Mobile Ads are basically, advertisements that effectively fit in with the usual content of an app or a mobile website. The commercial advertising is naturally mixed with the editorial content on a given app or website. It can be either a button, image or text.

It’s important to keep in mind that native ads have specific dimensions and requirements which is why it’s important to have numerous dedicated ad exchanges. We are connected to multiple native-oriented ad exchanges which makes scalability possible. When implemented and presented correctly, contextual ads are highly effective and can bring a significant profit

What is a Privet Market Place?

A Demand Side Platform can purchase inventory from a publisher or adnetwork through a Private Market Place (PMP), in a protected (private) programmatic environment. Using a PMP is recommended for several reasons, some of which are the safety it provides, and access to a guaranteed amount of impressions or pricing certainties. We can also provide training(self-serve) and support clients with their PMP needs.

Why mobile and beacon technology is a winning combination

With our technology, we are able to retrieve data by using beacon technology and use it to serve ads.  This is done by uploading/inserting IDFA and GAID identifiers which are acquired via a beacon, after which we can direct ads to the desired devices.

The method has various applications. This includes general campaign purposes as well as retargeting. For instance, a beacon can be located in a retail store where it will collect device identifiers from consumers who have physically been in the store. The information the beacon acquires can then be uploaded to our platform and we and we can begin to serve ads on those devices. This is a very effective strategy worth utilizing.

We can help you target your desired audience

We have the ability to serve ads to more than 200 000 mobile apps and websites. These days there is an app for every hobby, interest, and subject and by utilizing our whitelisting tool you can target your desired audience. Without this tool finding specific apps and websites which target your desired audience becomes a difficult task and consumes vast amounts of time. With specific strategies and techniques we can find the exact apps and mobile sites which target the same audience as you.

This technology enables is to serve audio ads and is showing great results. We can serve ads to major audio networks and even publishers such as Spotify and Soundcloud. This allows us to collect data about many KPI’s and variables by using a Demand Side Platform. We can provide training to our clients and support to assure that they achieve the best results possible.

Take control into your own hands

Our trusted clients have access to our platform and are able to launch and serve ads by themselves.

Why is a mobile-first tool to be preferred to a desktop-first tool? The reason is that the programmatic mobile landscape is different from that of a desktop. Desktop landscape revolves only around HTML5 and web scripts while the mobile landscape is mostly based on in-app environment. This is a huge advantage as over 80% of mobile activity is in-app. Thanks to GPS, Touch and Motion Sensors, the amount of information which we can collect from the in-app activity is quite impressive. The information we acquire from this technology can be crucial for a successful campaign.

Greater possibilities to take advantage of

Our technology allows us to view Device ID’s and upload or store them. Once we have access to Device ID’s we can serve ads. We are able to collect Device ID by a beacon or a wifi hotspot. Once we have the ID, we can upload it to our platform either manually or automatically and then begin to serve ads on the device.
Another possibility is to produce or deliver Device ID’s retrieved from mobile advertising campaigns. This is possible by using other platforms such as a Data Management Platform (DMP) or cross-media software. The data we collect from these platforms can be used to launch a successful marketing campaign.
Another possibility is to export the data we’ve collected from our platform and upload it to Facebook for instance. Results from this approach have proven to be highly successful.

Measure in-store traffic

Online advertisers are always concerned whether the investments they’ve made are actually paying off. A great way to measure this is by using Footfall Attribution. Footfall attribution is a method which measures the conversions of mobile campaigns by taking under account the in-store visits. This is quite useful for retails stores for example or even restaurants as they are able to measure the number of clients they have in a day. We help our clients to understand, install and use this tool effectively to receive accurate feedback from their campaign.