Understanding Location-Based Advertising

1. Understanding Location-Based Advertising UNDERSTANDING LOCATION-BASED ADVERTISING HOW-TO GUIDE

2. 2 Understanding Location-Based Advertising How-to Guide According to a recent Nielsen study of mobile phone users (June – August 2013), 64% of mobile subscribers own a smartphone and 80% of the newest mobile users chose smartphones as their mobile device. In comparison to just three months prior, smartphone ownership is up 3% (www. nielsen.com). With smartphone ownership growing steadily by the quarter, the need for companies to focus more intently on mobile marketing strategies is now an imperative. As more marketers flood into the mobile marketing sphere, it is important for them to ensure their company’s mobile presence is competitive and relevant. In the ongoing battle to stay competitive and relevant during 2014, one of the most crucial mobile marketing concepts organizations should evaluate is location-based advertising. Utilizing location-based data to illicit direct foot traffic to a brick-and-mortar location is as effective, if not more so, than email marketing coupons or online store discounts. This How-To Guide describes location-based advertising, how it can benefit your organization and suggests a few common location-based advertising strategies. HOW-TO GUIDE “Location-based advertising (LBA) is a new form of advertising that integrates mobile advertising with location-based services. The technology is used to pinpoint consumers’ location[s] and provide location- specific advertisements on their mobile devices.” www.wikipedia.com “Location-based advertising [involves] advertisements that are matched to your physical location. For instance, if you're a teenager and you're driving by the local mall, your cell phone may suddenly ring to notify you that there is markdown on sweaters, discounted just moments ago in a brand-name department store. That's a location-based ad.” www.netlingo.com What Is Location-Based Advertising (LBA)? Understanding Location-Based Advertising 2 Understanding Location-Based Advertising How-to Guide According to a recent Nielsen study of mobile phone users (June – August 2013), 64% of mobile subscribers own a smartphone and 80% of the newest mobile users chose smartphones as their mobile device. In comparison to just three months prior, smartphone ownership is up 3% (www. nielsen.com). With smartphone ownership growing steadily by the quarter, the need for companies to focus more intently on mobile marketing strategies is now an imperative. As more marketers flood into the mobile marketing sphere, it is important for them to ensure their company’s mobile presence is competitive and relevant. In the ongoing battle to stay competitive and relevant during 2014, one of the most crucial mobile marketing concepts organizations should evaluate is location-based advertising. Utilizing location-based data to illicit direct foot traffic to a brick-and-mortar location is as effective, if not more so, than email marketing coupons or online store discounts. This How-To Guide describes location-based advertising, how it can benefit your organization and suggests a few common location-based advertising strategies. HOW-TO GUIDE “Location-based advertising (LBA) is a new form of advertising that integrates mobile advertising with location-based services. The technology is used to pinpoint consumers’ location[s] and provide location- specific advertisements on their mobile devices.” www.wikipedia.com “Location-based advertising [involves] advertisements that are matched to your physical location. For instance, if you're a teenager and you're driving by the local mall, your cell phone may suddenly ring to notify you that there is markdown on sweaters, discounted just moments ago in a brand-name department store. That's a location-based ad.” www.netlingo.com What Is Location-Based Advertising (LBA)? Understanding Location-Based Advertising

3. 3 Understanding Location-Based Advertising How-to Guide HOW-TO GUIDE Tracks Patterns for Future Campaigns – Known as the “cookie of mobile,” LBA has become the easiest way to track click-throughs on mobile devices. Thus, LBA allows businesses to identify consumer patterns for future, more-targeted campaigns. Geo-Aware Targeting – The foundation for location-based advertising, this strategy uses real- time location data furnished by mobile providers to send mobile ads to potential customers in the general location of the advertising vendor. Targets Specific Audiences – By tracking the location and preferences of consumers, LBA increases the likelihood of your mobile ads reaching interested parties in the general area of your service/product. Geo-Fencing – Geo-Fencing allows advertisements to reach LBA users in a defined area. This method is designed to increase foot traffic to a specific location. The Verve Mobile study (State of the Market: Location Powered Mobile Advertising Report) indicates that “The data demonstrates a correlation between proximity and performance that suggests optimal distance [is] between 1 and 6 miles, [the] sweet spot [is] between 2 and 5 miles [and there is] a significant drop off after 6 miles.” Limited to No Cost for Implementation – Even the most advanced forms required to develop location-based services are much less expensive than traditional marketing methods. Place-Based Targeting – Utilize a certain location and timeframe to remit mobile advertisements. An example of this may be a targeted campaign to the attendees of a sporting event at a specific stadium. Enables Consumers to Choose Messaging – Intrinsically, LBA is designed to allow users to choose what ads/messages they receive. This has become extremely attractive to consumers since they feel empowered to pick the ads they want to see. Benefits of Implementing LBA Implementing LBA into a mobile marketing strategy can benefit many organizations. According to a recent Verve Mobile study (State of the Market: Location Powered Mobile Advertising Report), “advertisement campaigns that used location data performed twice as well as those that didn’t. Some key benefits to implementing LBA into your mobile marketing strategy are A wide variety of LBA strategies exists, and each campaign requires a different network and/or combination of strategic ad placement. A few of the most common LBA techniques include Common LBA Stratgies Understanding Location-Based Advertising 3 Understanding Location-Based Advertising How-to Guide HOW-TO GUIDE Tracks Patterns for Future Campaigns – Known as the “cookie of mobile,” LBA has become the easiest way to track click-throughs on mobile devices. Thus, LBA allows businesses to identify consumer patterns for future, more-targeted campaigns. Geo-Aware Targeting – The foundation for location-based advertising, this strategy uses real- time location data furnished by mobile providers to send mobile ads to potential customers in the general location of the advertising vendor. Targets Specific Audiences – By tracking the location and preferences of consumers, LBA increases the likelihood of your mobile ads reaching interested parties in the general area of your service/product. Geo-Fencing – Geo-Fencing allows advertisements to reach LBA users in a defined area. This method is designed to increase foot traffic to a specific location. The Verve Mobile study (State of the Market: Location Powered Mobile Advertising Report) indicates that “The data demonstrates a correlation between proximity and performance that suggests optimal distance [is] between 1 and 6 miles, [the] sweet spot [is] between 2 and 5 miles [and there is] a significant drop off after 6 miles.” Limited to No Cost for Implementation – Even the most advanced forms required to develop location-based services are much less expensive than traditional marketing methods. Place-Based Targeting – Utilize a certain location and timeframe to remit mobile advertisements. An example of this may be a targeted campaign to the attendees of a sporting event at a specific stadium. Enables Consumers to Choose Messaging – Intrinsically, LBA is designed to allow users to choose what ads/messages they receive. This has become extremely attractive to consumers since they feel empowered to pick the ads they want to see. Benefits of Implementing LBA Implementing LBA into a mobile marketing strategy can benefit many organizations. According to a recent Verve Mobile study (State of the Market: Location Powered Mobile Advertising Report), “advertisement campaigns that used location data performed twice as well as those that didn’t. Some key benefits to implementing LBA into your mobile marketing strategy are A wide variety of LBA strategies exists, and each campaign requires a different network and/or combination of strategic ad placement. A few of the most common LBA techniques include Common LBA Stratgies Understanding Location-Based Advertising

4. 4 Understanding Location-Based Advertising How-to Guide HOW-TO GUIDE Bottom Line The influx of smartphone users and mobile marketing campaigns calls for more competitive posi- tioning when it comes to mobile ad placement. Location-based advertising is a great option to stay competitive. It is particularly cost-effective for companies with a mobile app already in place, easy to implement for mobile app providers and highly appealing to consumers. As a proven method to increase the success of mobile ad campaigns, adding location-based advertising to your mobile marketing mix is an easy decision to make, and one which is also easily implemented. Understanding Location-Based Advertising 4 Understanding Location-Based Advertising How-to Guide HOW-TO GUIDE Bottom Line The influx of smartphone users and mobile marketing campaigns calls for more competitive posi- tioning when it comes to mobile ad placement. Location-based advertising is a great option to stay competitive. It is particularly cost-effective for companies with a mobile app already in place, easy to implement for mobile app providers and highly appealing to consumers. As a proven method to increase the success of mobile ad campaigns, adding location-based advertising to your mobile marketing mix is an easy decision to make, and one which is also easily implemented. Understanding Location-Based Advertising

5. Demand Metric is a marketing research and advisory firm serving a membership community of over 100,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com About Demand Metric Follow us on Twitter Like us on Facebook Join Linkedin Group © Demand Metric Research Corporation. All Rights Reserved. Demand Metric is a marketing research and advisory firm serving a membership community of over 100,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com About Demand Metric Follow us on Twitter Like us on Facebook Join Linkedin Group © Demand Metric Research Corporation. All Rights Reserved.