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.
- Reach specific B2B audiences by targeting a B2B event.
- Reach train commuters by targeting train-stations and train-tracks.
- Reach male’s with serious income by targeting golf-clubs.
- Reach students by targeting universities.
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 hyperlocal 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.