Guest Post: Without location advertisers will lose their way

by Zac Pinkham, EMEA md with Millennial Media

People move – between screens, places and moments. What’s relevant to a consumer changes as they move throughout the month, the day, even the minute. For advertisers, this can make for a daunting task as they seek to capture consumer attention. As personalisation and relevance become increasingly important to consumers before they let a brand into their personal space, mobile technology is helping to bring these moments together. The thing that connects all of these moments? Location. But ultimately, many advertisers are still missing a trick when it comes to leveraging mobile location in their campaigns.

Context is everything

Relevant to a specific moment, location is digital but bridges the real world. It also encompasses where you are now, where you go regularly, and where you’re going later.

However, to make advertising more relevant for consumers, location must go beyond merely the physical presence of a consumer.

It is the contextual data around location that presents a huge opportunity for advertisers to understand the behaviour and intent of an individual who is at a specific location.

When making sense of mobile data – including location – one of the most important aspects to consider is that data changes over time.

Various advertising mediums offer marketers different types of data, and depending on the channel, real insights on behaviour can be derived from a variety of data beyond location.

These can include such things as social data; interest data; device data; demographic data; browsing data; and more.

Brands must seek to leverage this contextual data and connect with their target audiences at the moments that matter most.

For example, a consumer may browse Auto Trader on his or her mobile at home.

But what if you can tell when they have visited a car dealership on multiple occasions in the last two weeks, or when they have purchased a car and are no longer in-market? That’s where the real value comes from.

When building real-world audiences, advertisers need to be able to identify these changes immediately and make sure consumers are enrolled in the appropriate audiences, increasing relevancy for both consumers and brands.

Move with mobile

Mobile is the most inherently personal device out there, and each one is different. As consumers move between moments, brand creative and experiences should reflect the personal nature of mobile and move with them.

A recent report from Berg Insight estimates  here that about 50 per cent of all mobile subscribers in Europe were frequent users of at least one location-based service at the end of 2013.

That figure only set to grow further still. Advertisers not leveraging that location data risk missing out.

By using mobile data to map audience relevance and to inform and deliver meaningful messages marketed for real moments, location can start to offer you more creative, more powerful, more relevant, and more revenue-generating mobile ads.

Author biog

Zac Pinkham is the managing director for Millennial Media in EMEA. Zac is a highly experienced advertising executive having spent more than 12 years in the industry, and seven of which he has specialised in mobile. Since 2010, he has been instrumental in driving the growth of Millennial Media across EMEA with key media agencies and brands.

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