Location Influences Consumer Engagement When the Right Tech Partnerships Are Established
By Regina Goh, Managing Director of Asia at BlisMedia.
Having just returned from the amazing WPP event, Stream Asia in Phuket, Thailand, I’m both excited and encouraged at how brands are starting to respond to the opportunities that mobile programmatic advertising offers. Especially when location-based audience targeting is included in the plan, but establishing the right tech partnerships remains key.
Accuracy and scale
One of the biggest problems with location is achieving accuracy at scale. 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. It’s not about just about one individual’s location, but figuring out ways that we can scale that kind of targeted approach.
Raw location data is known to have the downside of being inaccurate. This is an industry-wide problem and everyone has different approaches to dealing with it, but it’s worth bearing in mind that those adtech providers that haven’t built their own proprietary tech platforms from a ‘mobile-first’ perspective will not be delivering a high quality data product.
In order to understand an adtech provider’s core capabilities, marketers must find out how their mobile and tech capabilities were built. There are numerous providers that specialise in desktop that have moved into mobile. But their multiplication has made it difficult for marketers to understand who offers what, and select the best vendor for their mobile marketing campaigns.
Every location data provider and Demand Side Platform(DSP) has its own way of filtering out the ‘bad’ data. Blis uses specific and proprietary algorithms that, based on six stages of verification, pin-point only data that is strictly useful, making it hyper relevant. Blis eliminates all GPS lat/long data that doesn’t have at least 4 decimal points (within eight metres of a specific location) to ensure only the highest quality publisher location data informs buying decisions.
That is the way to leverage location-based marketing. Not from a single signal. Not by pushing ads to someone just because they are in a particular location (or in the general vicinity, if you’re using an IP address), but by looking at good location data over time to better understand the person, place, and moment to send the most relevant messages.
Location influences engagement
By looking at how consumers use different connected devices, and how usage patterns change depending on their location, we can see the role location plays when engaging with advertising.
Location data has become ever more important because mobile is the platform that brands are increasingly turning to in order to drive consumer engagement.
Past behaviour is indicative of future trends
Targeting based on a single location is a folly. The real magic happens when you understand a person’s journey over time.
The past is a powerful, powerful aspect of our lives. The relationship between the past, present and future shapes our behaviour in the world. And one of the most powerful ways of making sense of this relationship is by understanding that the places people have been helps to predict their future intentions, and therefore influences the marketing messages they could be receptive to at a later time.
Location is the highest currency when it comes to context. Location based services using geo-fencing technologies are already making great strides in the retail sector by driving footfall into stores. In addition, understanding users’ historical location behaviours is a powerful contextual means for advertisers to re-target their audiences.
Data Makes the World Go Round
We see mobile landscape changing at lightning speed and having insights based on data is the key to unlocking the personal context that advertisers and marketers seek. First-party data sources like location help for a real-time, hyper personalised view of customers — marketers are starting to see the importance of first-party data sources and the weaknesses of third-party data sources.
So partnerships now in market are not just important between publishers and ad tech vendors and buyers, but between the publisher and the marketer again. Whereas previously technology would have added layers in between those companies, what you are seeing is technology now getting out of the way and becoming “more of an enabler”.
While many DSP providers have transitioned into mobile by simply adding mobile inventory rather than mobile-optimising their services, other providers have built from the ground up, mobile-first.
Using device recognition augmentation methods, such as device usage profiles, geo-location clustering, cross-device/screen or ID linkage as well as footfall analytics, Blis has improved digital marketing programs for brands across Europe and Asia. When you add location to your marketing mix, ROI soars.
As the use and number of consumer devices continues to increase, it is imperative that marketers are able to implement cross-platform advertising strategies but it will be impossible to do so without mastering mobile first.
Regina Goh is the Managing Director of Asia at BlisMedia.
She oversees Blis’s business in Asia, managing its expansion and propelling the sales and operation team towards continuous profitable growth in the region, with a focus on South East Asian and India markets.
With 15 years of experience in the mobile and digital consumer business, Regina has worked in global digital and mobile advertising companies including InMobi, RealNetworks and Millennial Media. She has held several senior management positions in sales, brand advertising, product management, business development and more for multiple Asian markets. Regina is currently the co-chair of the Interactive Advertising Bureau (IAB) Mobile Committee in Southeast Asia, where she spearheads initiatives to drive investment in mobile advertising sectors.
Outside of work, Regina is a scuba diving enthusiast and has combed various diving spots in Asia over the last 13 years.