The prevailing narrative being espoused by mobile ad-networks in the US as well as abroad seems to be an increasing infallibility with their ability to reach consumers based on their exact location which many advertisers and their agency partners are accepting as gospel however in reality is simply false or vastly exaggerated.
Today, many mobile ad-networks are offering location targeting as a key ingredient to enhance advertisers mobile marketing efforts which makes sense. Leveraging location targeting based on where someone is, allow advertisers the ability to craft a specific advertisement to drive a person to some sort of action or get their attention. Today, most location targeting efforts are delivered using GPS, WiFi or referencing a panel of users who share their location data in return for rewards.
Let me state the above methods are great for advertisers provided the advertiser doesn’t need a hyper-level of accuracy in relation to the consumer’s location. What do I mean by hyper accurate? Let’s say an advertiser like Coca-Cola wants to target people who are inside supermarkets or convenience stores to get people to buy more of their products. Makes sense, you’re in-store and in a buying moment so Coke wants to influence your purchasing behavior in what is referred to in retail speak as the “last 3 feet”.
Simply put, based on the above methods there’s no way to do this for Coke. This is what we call the “tyranny of distance” when it comes to mobile advertising and location targeting. These methods will give you an ability to target a spatial area within a certain distance (ie 100 yards) but will not offer the preciseness of knowing you are within a convenience store and good luck if you’re in a mall with multiple levels!
This is where Airmarket provides a new level of hyper-accuracy using beacons for advertisers like Coke to reach someone when they are in a precise location and influence their behavior to drive action like buying their product. It’s important to note that reaching the person in the moment they are in a specific location is vitally important as opposed to after they have left the location (you can read more about this in our last blog).
Reaching people via ad-banners and video ads is only possible within browsers or mobile apps and the truth is rarely will a person be surfing the web or inside an app when they are in a shop, at the cinema or other specific location / moment (Search, Facebook excluded). Via Airmarket, not only is hyper-location targeting possible, the ability to deliver an advertisement to the person is greatly enhanced due to the format of an Airmarket ad being a Notification that is delivered to the home-screen of the user not ad-banners or video ads that appear within apps / browsers.
Advertisers and their agency partners shouldn’t just be thinking about the above circumstances but also addressing them head on. Don’t be fooled, the “tyranny of distance” is real. The question which must be answered is; What are you going to do about it?