By Chelsea Dubinsky, Director, Mobile Partnerships, Collective
Consumers have become more or less addicted to their mobile devices, which have created a permanent shift in consumer behavior. I know I fall into that category - my phone has become my local newspaper during my morning commute, my radio while I work out, my compass for navigating the city, my wallet for lunch, and my best friend for staying socially connected.
And I know I’m not the only one. Everywhere I look, people have their faces in their phones. Consumers literally carry them wherever they go. Therefore, it’s no wonder that mobile location-targeted ads are the future of mobile advertising. National advertisers can now engage their consumers on the go, at a more local, personalized level. In fact, an estimated 40% of mobile ad spend in 2014 was locally targeted and that number is projected to jump to 52% by 2018 (Source: BIA/Kelsey, US Local Media Forecast, 2013-2018: Mobile Edition April 2014).
Given this, it has become critical for brands to allocate spend toward location-based targeting. At Collective, we offer brands a strategic solution around mobile moments. We leverage unique mobile location data to build a profile that is informed by a consumer’s current location as well as where they have been previously. By leveraging GPS data, we can determine a consumer’s latitude and longitude coordinate - the gold standard of location data. This allows us to deliver messaging that is locally relevant and drives action through location-powered rich media creative. For instance, our banners will dynamically update with the distance to the nearest retailer, depending on where the consumer goes. To take it a step further, we can also create a sense of urgency by listing how many hours are left until a nearby store closes. Finally, through a partnership with mobile location analytics company Placed, Collective accurately quantifies the impact every mobile campaign has on driving in-store foot traffic.
We constantly seek new ways to provide a unified view of the consumer for brands. We understand that cross-screen synchronization is a compelling, effective way to break through to consumers, and mobile data is key to making that possible. The more you leverage mobile device behaviors for targeting and measurement, the better positioned you will be to capitalize on this shift in media consumption and improve overall campaign results.