Until recently, location-based advertising has remained a small part of mobile ad budgets, primarily because it's difficult to pinpoint the exact person with the right type of ad on the fly.
So, it was interesting that during an Advertising Week panel this
morning about programmatic advertising, Essence digital agency and
mobile advertising company xAd talked about their recent work for
Google's search app (which also won Adweek's Media Plan of the Year award) as an example of how some initial hiccups led to successful place-based mobile ads.
To promote Google's search app, Essence ran a campaign that pulled in
23 bits of custom data—including weather, time, location and photos—for
each ad impression to show how Google search results are personalized to
particular users. According to Essence, the campaign generated a 53
percent engagement rate and boosted brand awareness by 9 percent.
That said, it was also the first time Essence ran a campaign pulling in
multiple pieces of data in real time, causing plenty of logistical
problems early on. For example, just because the campaign was targeted
toward cities including London, it didn't mean the ads were actually
served to people in London.
With those learnings under the agency's belt, Christina Yoo, associate
programmatic media director at Essence, talked about how a new version
of the location-based campaign is now using better targeting tactics
alongside programmatic buying.
"In the beginning, one of our biggest problems was getting accuracy at
scale," Yoo said. "We want to have these perfect [location-based]
experiences for the individual, but we also want to make sure that the
information that we're getting is accurate."
After blanketing Google's ads based on a phone's latitude-longitude,
the Essence and xAd teams drilled down into specific groups of
consumers, targeting the ads by polygons—mapped plots of land—and mini
data profiles about consumers. The mobile promos were also bought
through programmatic private marketplaces.
Yoo told Adweek after the panel that Google's 2015 campaign "won't be
about just about one individual's location, but figuring out ways that
we can scale that kind of targeted approach."
It's a common problem that many marketers with location-based mobile
advertising have dealt with, though Yoo's comment suggests that
marketers are getting smarter about their mobile campaigns.
"We started broad and eventually started to do more interesting things
over time," added Jeffrey Goldstein, xAd's director of programmatic.
Part of the reason why advertisers are struggling with place-based
mobile advertising is because marketers aren't looking for data outside
of apps, which have built-in location metrics for brands to measure
against.
"When you are bringing these locations together, when you're trying to
target people in real-time based on where they are, you have to go
beyond that [app] signal," Goldstein said.
http://www.adweek.com/news/technology/are-marketers-finally-getting-hang-location-based-mobile-ads-167212
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