Location-based advertising affords you the opportunity to really refine your audience targeting.

What is location-based advertising?

Location-based advertising is the application of using a consumer's location or history of visitations to understand what type of venues that person frequents — integrating advertising with location-based services to serve highly relevant brand messages.

What are the benefits of location-based advertising?

For advertisers, location-based advertising allows you to be more effective in targeting those consumers who are more likely to be interested in your product or service. This reduces media wastage (serving adverts to the wrong people at the wrong time).

Moreover, thanks to programmatic buying, these adverts can be served automatically and in real-time, when the right people are most likely to be receptive.

Does it infringe on privacy?

The short answer is no. All location-sharing settings are opt-in and even once activated, users are able to deactivate at any time, which will immediately stop their location from being shared.

Even when location-sharing is enabled, no personal data that would allow the individual to be identified is ever shared — the data is anonymised before it is submitted to another party.

Is it best suited to a certain type of business?

Location-based advertising can benefit the vast majority of businesses. Any brand with a brick-and-mortar storefront would do well to consider location-based tactics as part of their marketing strategy, but e-commerce businesses will also see immense benefit in engaging location-based advertising as a key part of their DOOH strategy.

Location-based advertising can effectively bridge the gap between the online and offline worlds, through serving an advertisement to a consumer on a billboard, which gains their awareness. The ad is then served on their mobile device, which becomes a portal to the e-commerce platform. 

The places where a consumer goes to indicate their interests and intentions. This is arguably more valuable to marketers than solely demographic-based data, such as race, age and household income.

By utilising location as the point of differentiation in marketing plans, the agency gives brands much more targeted and intentional campaign delivery. With more local case studies released into the market, local brands are feeling increasingly comfortable with these concepts.

They are starting to understand that there is a new set of analytics available, which allows them to be even more targeted in the DOOH space.

As an example, Tractor Outdoor recently partnered with a client on a campaign, and a key part of the deliverables was to ensure that it only served digital Out-of-Home ads to consumers who subscribed to a certain cellular network.

The agency observed the movements of consumers who entered the cellular network's physical store over a set period of time via their cellphones, which enabled it to segment its audience. Using a programmatic approach, it then ensured that it only displayed its ads when there was a high concentration of these store visitors in front of the agency's digital billboards.

As a result, the media owner was able to reduce 'wastage'; ensuring that the vast majority of store visitors were exposed to the campaign. The agency was also able to remarket to those consumers via their mobile devices and social channels, creating an omnichannel experience.

For more information, visit www.tractoroutdoor.com. You can also follow Tractor Outdoor on Facebook, Twitter or on Instagram.