Tag Archives: GeoTargeting

StarcomMediaVest: The Agency Customer View of GeoTargeting

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Derek Thompson is global managing director of mobile practice at ad agency StarcomMediaVest’s (SMG).  He was interviewed by Steven Jacob of Street Fight, and here are a few excerpts.  The full story is here.  In his words, somewhat condensed:

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  • Broad appeal. Across Starcom MediaVest’s portfolio, I cannot think of one client that is not interested in this space. You have consumer-packaged-goods…auto manufacturers…travel companies.  Across the board, brands are curious about location.
  • KFS:  Integration with ad serving, real time optimization, scale vs objective.  The ability to integrate third party ad-serving is a critical component. And the ability to manage and optimize accounts in real time in real time in terms of delivery, execution and results is also extremely important…the minimum requirements to get going. The other one across this space is to have access to the right inventory…if you cannot get distribution of that great idea because your first-party publisher partners are not there or you’re only working with a certain segmentsof applications, then you’re going to be limited. 
  • Location trumps third-party reporting: To identify where a consumer is at a special time and message them based on that information. to help us understand audience based on where that device has been seen.  We can try to do it through third-party reporting, likes, and content but that’s often misleading.
  • Complexity.  The space is so fragmented, there are so many different offerings, or alleged offers, for brands, that they need help understanding it, they need reasons to get behind it…to test and learn.
  • In April, SMG announced a partnership with PlaceIQ to build out a new KPI.

 

GeoConquest

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GeoConquest =

To successfully use unmanned drones (or mobile digital devices) to target unsuspecting civilians (or shoppers) entering enemy territory (your competitors’ GeoFenced locations).

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look up
 

 

 

 

 

 

 

Verve claims a 30% higher click-through rate from GeoConquesting than standard GeoFencing, based on a study of 17 campaigns on Mother’s Day.

Verve CEO Tom MacIssac told Mediapost, “The one big theme from this research is that if you’re going to target users near your own stores … it’s really effective to also target people who are near your competitor’s stores,”  While Verve advertisers have embraced geo-fencing for their own stores, they’re not typically pairing that activity with putting up a geo-fence around rival outlets.

 

 

GeoStartup Placed hits the 1 Billion Mark

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Placed, a Seattle-based startup, is building one of the largest location-based databases around.

In July I noted that Placed is collecting 400 data points from 300 million locations (per CEO David Shim, as reported by Derrick Harris from GigaOM), i.e., a dataset of 120 billion elements each time it is updated.  Impressive!

Devindra Hardawar from Venturebeat reported in August 2012 that Placed recorded 1 billion data elements in 60 days, which says that Placed may have a long way to go to execute its plan.  In fact, at the current rate the Placed database would be completed by 2032.

In any event, Placed is up to something very intriguing, since it’s one of a few companies that are both “cleaning” location data (to fill out holes where GPS coordinate data is lacking) and adding a robust set of interpretative data (demographics, velocity, location characteristics, etc.) to enable marketers to have actionable intelligence.

In October 2012 the company launched Placed Panels to enable businesses to recruit their own “panels” of consumer participants to gather location data around their own unique interests.

All Geotargeting Methods are Not Created Equal

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IP targeting can place a user within about 1,000 feet, but more advanced tactics are needed to get a more precise location: Cell tower location, wi-fi  triangulation, cookies, GPS, location-based proximity networks, and of course user-supplied.  This post by Rob Friedman at Streetfight surveys the options.