Advertisers Can Target Relevant Ad Messages Based On Mobile Location and Consumer Behavior Patterns
SAN FRANCISCO, CA — JiWire’s Location Graph, a mobile location analytics solution, may have just cracked the code to help advertisers serve relevant advertising messages to mobile devices. Location Graph uses billions of location tags, think: big data, to map patterns that connect the dots between what people do during their day and where they’re doing it. Early results are good and may just revolutionize the way advertisers think about mobile marketing. Beta testing partners, that include Microsoft and Comcast, have seen a 30-40% increase in click-through rates with ads that used Location Graph data.
“Location Graph offers deep insights into user behaviors, some more expected than others. We all know that people tend to travel in similar circles, and it was extremely exciting to actually see what those patterns looked like,” said David Staas, President of JiWire. “Using location, we can see how similar audiences tend to exhibit the same patterns and compare them to other audience segments, like moms versus dads versus students, etc. The ability to find and create look-alike audiences is going to completely revolutionize the way people think about mobile advertising and location.”
JiWire’s data includes more than 3 billion location tags and continues to grow by more than 16 million per day—a rate that will effectively double their database over the next 6 months. With that information JiWire is able to build an anonymous profile of a person’s mobile device movement based on their past and present location. For example, a mobile user might visit a children’s park, grocery store, zoo and maternity store within a given month, qualifying that user as a parent. JiWire then incorporates third-party data and a proprietary machine learning algorithm that continually refines and improves this profile, enabling advertisers to target relevant messages to this segment. To date, JiWire has profiled more than 500 million mobile devices across their network. This result is a win for mobile users and advertisers alike: consumers see ads that are more relevant and advertisers are able to reach the right audience on a mobile device with the right message.
“I think using location, not just present location but present and historical location, is a smart way to define an audience. As such, JiWire’s latest solution appears to fill a void in the marketplace for mobile marketers,” said Phuc Truong, Managing Director at Mobext. Mobext is a mobile media planning agency with offices in 15 countries.
JiWire says that defining audiences on mobile is nothing new—most mobile audiences are defined by using content as a proxy or using geofencing. However, according to JiWire, both have significant limitations: content targeting is only able to target based on content or web category, not individual user behavior. JiWire says that location itself is a better proxy for intent, because where a person has been is more important than the mobile apps or websites they are visiting. Geofencing, on the other hand, is one-dimensional and has a great deal of waste, according to JiWire because it assumes that everyone in a geofence is a customer and people are only “in market” when they’re near a store. It’s also limited in scale and misses the opportunity that potential customers are also potential customers outside the geofence. JiWire’s solution can now provide deeper insight into consumer patterns, such as similarities, frequency, and loyalty.
“JiWire’s Location Graph is a huge step forward in moving beyond geofencing physical locations to apply location history as a means of gaining insights into discrete audiences,” said Gabriel Cheng, Group Head of Media Solutions at Ansible Mobile. “The additional context provided by location history, coupled with the other targeting criteria we rely on, is a great example of how innovation can add to proven methodologies and ultimately elevate the true value of mobile. This is poised to be a game-changer for the mobile ad industry.”
JiWire’s Location Graph also provides a layer of privacy protection through a partnership with TRUSTe. The TRUSTed Mobile Ads privacy management solution allows anyone to easily opt-out if they do not want to receive targeted ads. In addition, the program guarantees that all data is stored and handled in a way that protects a user’s privacy.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DPb Media