In a previous blog, we outlined how advertisers can leverage hyperlocal targeting through Paid Search to reach low-funnel shoppers, and how this approach has become a proven strategy to drive leads and phone calls for Search Optics and other advertisers.
But, hyperlocal is not limited to just one channel. In addition to Paid Search, advertisers can use hyperlocal tactics through other channels, including programmatic (display and video) mobile advertising campaigns.
Research shows that advertisers often hesitate to dive into programmatic mobile campaigns. In fact, in a recent study only 13% claim to take a mobile-first approach as part of their integrated advertising strategy1. Businesses hold back from mobile strategies for many reasons including: challenges with campaign measurement, difficulty achieving a positive ROI, or lack of experience building out mobile campaigns. While their concerns may be valid, programmatic mobile campaigns can be targeted at a hyperlocal level to deliver positive results and improve the bottom line.
One of the most commonly used features of mobile devices is GPS. There are countless apps that deliver services and/or provide information based on a user’s physical location, including Maps, Uber, Yelp, Weather; the list could go on and on.
GPS location has also been the missing piece for advertisers. Today, consumers have their mobile devices on them at all times, allowing advertisers to determine where a user has been and where they like to go.
Using GPS as a targeting tactic, programmatic mobile campaigns can be more relevant to a user and more successful for an advertiser. Advertisers can create campaigns based on when a consumer visits a store, a competitors’ location, or they can even build a targeting profile based on the user’s shopping habits. These target segments, along with aligning creative messaging to specific audiences, allows advertisers to be present and relevant to their audience.
Location data has also provided new measurement tactics by giving advertisers insight into who viewed ads from a campaign and how likely they were to visit a specific location. By isolating a control group that has not been exposed to their ads, advertisers are able to learn a lot about their audience. They can analyse the exposed groups of users who saw ads and went to a location vs. users who didn’t see any ads and visited a location. From there, advertisers can understand the lift of executing a campaign targeting a specific audience. Location is a great tool that provides insight into the correlation between online and offline activity – what drives online users to take real-life action.
Check out our solutions for more information on Programmatic Mobile campaigns and to learn more about building effective digital marketing campaigns.
1The State of Mobile Advertising in 2016, Search Optics and ClickZ