I posted a stream of tweets today on location as mobile’s key advertiser proposition. They’re compiled here with some added thoughts.
Location is key to mobile ads, but underutilized. Largely due to limitation of a certain ad serving provider. This article from Digiday covers how location-based networks are resolving that. http://ow.ly/9dNzD
In those environments, the hyper-local offer makes sense. That doesn’t mean its the only way to implement those types of campaigns nor does it mean its’ the best. Wrapping a more general brand message or experience around a location based offer may in fact yield incremental benefits.
Even so, many Cdn brands aren’t set up to deliver location specific mobile solutions. 10% of our campaigns last year were geo-targeted. And those that are may be unprepared to ensure a seamless handling of redemption at POS.
Be wary of just look at location for mobile. There’s still consumer hesitation around it. Fine line btwn being relevant + creepy.
There are many ways to deliver location relevant solutions to consumers without giving them the impression they’re being watched.