Let me start by expelling the concept behind Location Based Advertising.
Location-based advertising hinges around the fact that wherever we go these days we always carry a mobile with us. And most of us quite happily share our location data with the various apps we use.
This presents an opportunity for advertisers to personalize their messages to people based on their current location. In real time. Using a person’s location data, gleaned from their mobile device, advertisers can send different messages to people depending on where they are.
Why is it so effective? Part of it has to do with changing attitudes. As I mentioned above, consumers are becoming more relaxed about their data. But there are a number of other reasons why this channel is proving so effective.
Let's take a look at those reasons in greater detail.
1. It’s personalized - We already know from various studies that personalized messages enjoy greater engagement than their generic counterparts, and location-based personalization is no different. By personalizing ads to people based on their location, you are much more likely to show them something relevant.
2. It’s timely - One of the key strengths of location-based ads is that they are timely. Because location data is served in real time, there is an opportunity for brands to target people at precise moments. Store beacons, for example, tell shops when you walk through their door.
3. It’s targeted- Long gone are the days of generic display ads. With the amount of data available for marketers there is no excuse for not targeting your messages. 46% of people say they use ad blockers because ads are ‘often irrelevant’, according to an IAB UK study carried out last year. If ads are properly targeted, they are almost certain to be more relevant and therefore much less likely to be blocked or ignored.
I found a great article which explains why Location Based Advertising is the 'in-demand' tool being using in Digital Marketing
https://www.marketingtechnews.net/news/2018/mar/26/location-based-mobile-ads-drive-double-engagement-generic/
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