February 22, 2012
Summing Up Some Thoughts on Mobile Ad Location Targeting

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.

Combining contextual relevance with consumer selected location solutions or bricks & mortar drivers is equally compelling. Having consumer self-select isn’t a problem if the experience isn’t demanding and delivers on the expectations. 

5:03pm  |   URL: http://tmblr.co/ZfaoHxGsGomK
(Notes: 1)
  
Filed under: geo-targeting lbs mobile advertising privacy 
August 11, 2011
Mobile Ads - Relevance v. Creepiness.

A study was released yesterday on consumer preferences for mobile ads. The findings were close to my heart here at the Blinking Light. 

They key finding, for me, was consumers overwhelmingly prefer mobile ads that are based on interests rather than location. So targeting via content trumps targeting via context. 

Of course, the real secret sauce is delivery of an ad/offer at the right moment based on a pre-defined or clearly available interest. But we’re still working on fine tuning that.

What this does highlight is two key lenses for assessing mobile ad campaign execution:

1. There’s nothing in proximity that does (or at the minimum, should) assume intent or interest.

Just because I happen to be near something, doesn’t mean I’m interested in it. Now, you may be able to assume I’m interested in a fenced space - i.e. if I’m at an event. But just because I’m walking down the street and happen to pass or be near a location means very little of value.

2. There’s a very fine line between being relevant and creepy. 

This statement is a bit tongue in cheek, but I’m also deadly serious. The problem with using location as a trigger is that is implies you’re “watching” the consumer. Privacy is a big deal in any digital medium. It’s especially important in mobile given the exceedingly personal nature of the device. 

Opt-ins for shared location and defined content preferences need to be secured before the lever of ‘customized’ offers should be pulled. 

And that’s not because we, in the mobile space, don’t want to offer that heightened relevance. It’s because we want to avoid pissing off consumers. 

You should too. 

8:20am  |   URL: http://tmblr.co/ZfaoHx8B5dyN
(Notes: 4)
  
Filed under: mobile advertising best practices location content context privacy 
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