LOCATION BASED MOBILE ADVERTISING
Necessity of in-app inventory and quality determination of location
Serving ads on mobile phones based on location has become a well-known discipline of mobile display advertising. Reaching audiences by targeting specific locations creates endless possibilities.
Some examples:
Reach specific B2B audiences by targeting a B2B event.
Serve on thousands of addresses of companies that provide IT services.
Serve on hundreds of addresses of companies that provide medical care for elderly people (case study).
Reach male’s with serious income by targeting golf-clubs.
Reach students by targeting universities.
Location Based Mobile Advertising
Businesses with physical locations can simply ask for a GEO-Fence to be placed ‘above’ their respective location’s/branches and with that, target consumers who are in the area. These GEO-Fences can be 50 meters or 5 miles; whatever the client/advertiser wants.
There are, however, some things to keep in mind. Studies and research show that about 80% of mobile activity is in-app. Having big amounts of in-app inventory can determine a positive outcome of a campaign. When using a generic platform (or DSP) this is most often not the case. The more connected (mobile orientated) adexchanges and SSP's, the better. Furthermore the actual technical determination of a devices' location can be quite different.
A location can be determined by GPS. This is by far the most trustworthy and accurate location data available.
Secondary a location can be determine using WIFI touch points. This technique is also considered accurate.
Third, granular data using locations of cellular towers can be used. This technique however, is less accurate and not advised for hyper-local location targeting.
Fourth, location can be determined using IP touch points. This technique, most often, is only accurate on city level.
Fraud prevention tools are a necessity. Unfortunately it’s a common practice that publishers give their available impressions false location data to receive a higher bid price. All in all the technique – when deployed rightly – is considered a very strong marketing tool.
