Digital Marketers
“The very best marketing comes from observing consumer
behavior and inserting your message into their behavior.”
In August of 2013, eMarketer.com
confirmed what we already suspected. “The
average adult will spend over 5 hours per day online, on nonvoice mobile
activities or with other digital media this year, eMarketer estimates, compared
to 4 hours and 31 minutes watching television.”
“Time spent with mobile has
come to represent a little more than half of TV’s share of total media time, as
well as nearly half of digital media time as a whole. The bulk of mobile time
is spent on smartphones, at 1 hour and 7 minutes per day, but tablets are not
far behind.”
So
how do we surround our prospects with love?
Mobile Geofencing. Also known as Location Based Mobile Advertising, the use of a prospect’s physical
location to serve relevant ads is exploding.
Geofencing is when you use
location to define a distribution area for targeted advertising and believe
me, accuracy matters.
There
are two ways to target a prospect on their mobile device. One method uses zip codes as the targeting
center. When they geofence a location, they use the geographic center of the zip
code as the assumed location for center of the fence and measure and
distribute ads out from this center point.
So if you are a restaurant wanting to attract customers with a lunch
time campaign, your target radius may be one mile. If your targeting provider uses zip/code tower
method, you could be spraying a significant portion of your messages to mobile
users literally miles from your location.
The
technology licensed by PNS Digital is much more accurate. Our program has mapped the U.S. into 100
meter by 100 meter grids using true lat/long locations. We know we can target individuals inside of
100 meters from their exact location.
And targeting does not have to be a radius. We can target based on a variety of
geographic factors. We can also target
consumers based on a variety of demographic factors (like Households with
income +$75,000, ethnic diversity, average amount spent of healthcare) and
travel history (like Average number of visits to Fast Food restaurants).
The
other consideration in mobile targeting is the distribution network that your
ad will be seen across. PNS Digital has
access to more than 8,000 mobile sites and mobile apps, including ESPN, MovieTickets.com, NPR News, Accuweather and
Angry Birds, reaching 70 million monthly users.
True
geofencing allows you to customize the area to be geofenced. Most common is the radius, but you can define
almost any unit of geography – like a neighborhood. Here are the three most common forms of
geofencing:
Real
time proximity to an advertiser – is the prospect across town or across the
street?
Real
time proximity to an event or location – AT&T Center, Fiesta, Sea World,
North Star Mall, UTSA, USAA,
Targeting
based on location history – We are back tracking like the NSA, but your
smartphone tracks where you have used it for the previous 60 days.
One
of the steps in running a geofencing campaign is to determine how many weekly
impressions are available. Once you
determine the targeting parameters – like a one mile radius, 500 meter radius
or a neighborhood, we will run an “Available Impressions” report to show you
how many weekly impressions are available within the fence. This will help with budgeting and estimating
the Share of Voice costs.
Next
week I will share with you some ideas on how to use the technology of mobile
geofencing. As always, let me know if
you have any questions!
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