Blis | Geolocation gets an IQ boost

Blis news from around the world.

Keep up to date with our latest press releases, market insights and media coverage.

Geolocation gets an IQ boost
Blis

Unless you were working in the highest levels of government during Cold War, you wouldn’t have known much about geolocation until the 1990s, when you got a GPS for your car.

It wasn’t until the 2000s and smartphone technology that we began leading the earliest efforts in location-based advertising. We launched projects across New York, London, and Sydney to give people free access to Wi-Fi on their phones and enable advertisers to buy impressions based on consumers’ locations.

Today, location-based marketing has become one of the most innovative and accurate ways to target, engage, and influence consumers. What’s more, across Europe, 40% of mobile subscribers are predicted to use location-based services in 2017, peaking at 48% in the UK, illustrating the wealth of location data at marketers’ fingertips.

With this in mind, how are advertisers using location technology and what will it look like in the future? I’m taking a look at the current state of geolocation marketing in Europe and how senior marketers can harness it in such a fast-paced industry with ever-changing consumer behaviours. I’ll also offer a preview of its promising future—one that’s closer than you think.

Geolocation Arrives in Advertising

Today, mobile devices provide much more accurate location data—even without Wi-Fi. From apps that enable mobile check-ins like Facebook and FourSquare, to location-based services that rely on 3G like Uber, consumers are constantly communicating their exact whereabouts with an estimated 240 million smartphone users across Europe in 2016. And brands are listening. In fact, 38% of European retailers and one-third of all European enterprises use geo-targeting for online ads.

Detailed information about the paths consumers take can reveal their interests, habits, and preferences in ways simple metrics like ‘gender’ or ‘profession’ simply cannot. Geolocation technology and services can help brands capture and capitalise on these insights.

Making the Most of Where You Are

Now that location targeting is becoming increasingly popular among some of Europe’s top brand marketers, how exactly are they using it to their advantage?

Take a sportswear store on the high-street, for example. It can use location-based insights to bring potential customers in store by delivering ads to anyone walking within a 100-meter radius. But in that huge space, the shop will be targeting everyone from the wealthy business executive browsing in the nearby Selfridges to a family of five shopping at Primark. The shop can utilize those location-based insights to segment their audience even further, reaching out only to the most likely consumers: people currently shopping in the other sportswear shops nearby or browsing fitness content. Using location targeting the sportswear store will be reaching their target audience with relevant content, rather than wasting their budget on the wrong audience.

Though effective on its own, geolocation is strongest when used in conjunction with other data. In fact, overlaying location data with other third-party data sources will help ensure greater accuracy and insight into consumers. Browsing history can enable a luxury auto brand to identify an audience that frequently looks at high-end cars online. Coupling that history with location data can paint a clearer picture of how likely they are to buy the product. Targeting those viewers who live in affluent areas, for instance, will produce better results. Using location data to segment even further, a brand can focus on the most likely buyers: those who have recently visited a car dealership.

Brands can also use location data to choose the right ad format. A luxury car manufacturer may identify their ideal audience – affluent, single men who have recently browsed a high-end automotive website – but what kind of ad will be most successful? A quick banner ad may work well to keep the brand front of mind when location data shows he’s walking down the street, while a three-minute video ad might work better when he’s connected to the Wi-Fi at home.’

But location-based marketing is not without risk. Brands that wish to reap the benefits of geolocation must take precautions to ensure their location data is accurate. They can do this by working with suppliers and partners that carefully filter out any suspicious data. They can also request third-party validation after each campaign to make sure their efforts are always on the mark. The EU has itself stressed the importance of improved geolocation accuracy, with the VP of the European Commission describing it as “at the heart of the ongoing digital revolution” after the launch of the EU’s new hyper-accurate GPS-like network: Galileo.

The Future of Location-based Marketing

Advances in geolocation have been swift and continuous over the past decade—but we’re really just getting started. As technology continues to advance, where is geolocation going?

With the evolution of Artificial Intelligence (AI) and the advent of products like Google Home and driverless cars, we’re seeing humans take a backseat as computers learn more from us and about us. For instance, computers are beginning to learn what you’re likely to buy and where you’re likely to buy it. Such is the power of AI and brands are already using it to target consumers.

Location data will always be a critical supplement to these futuristic innovations. In fact, innovations that combine AI with location history will soon hit the market, able to predict who a brand’s audience will be and when this audience should be targeted in order to get people to visit the store.

As AI becomes a dominant force in marketing, location data will continue to boost its power, showing brands not only who we are, but also who we aspire to be. Brands that seize this leading-edge technology will be able to create experiences like never before, fashioning hyper-targeted ads that will perform better and lead to higher rates of conversation.

To view the original article click here.

Tags: , , , , , , , ,

Blis Blis
Most recent blog posts
Partner Spotlight: Q&A with RSi’s Ansa

Article

Partner Spotlight: Q&A with RSi’s Ansa

Question 1: How long have you been at RSi and what is your role?
For the past three years, I have been responsible for creating and scaling Ansa, a web-based solution from RSi – Retail Solutions, Inc., that has enabled over 75 of the world’s largest CPG companies and their agencies to build, measure and maximize the performance of their shopper marketing campaigns running in support of the nation’s leading retailers. I am responsible for all aspects of business development, partner and agency relationships and the overall revenue growth of Ansa.

Question 2: How does RSi help solve marketer challenges?
Shopper marketers’ biggest challenge is to connect their online campaigns to in-store results. RSi’s Ansa solution provides the intelligence they need, based on daily, store-level POS-data from the largest US retailers in order to plan, target, and measure the impact of their shopper marketing campaigns. Retail Solutions Inc. has partnered with the leading ad networks in Shopper Marketing, such as Blis, to make Ansa’s automated analytics available for the world’s largest CPG companies and their agencies. To measure and maximize their digital ad campaigns, all they need to do is ask for Ansa inside their next campaign.

Question 3: What benefits does the partnership with Blis bring to buyers as well as the adtech ecosystem?
With RSi’s Ansa solution, building, dynamically optimizing, and reviewing attribution measures for every digital ad campaign has never been so simple. Here is how it works:
1. STORE-LEVEL TARGETING: automatically get from Ansa your store targeting data as store addresses, lat/longs or by Ansa Digital ZIPs to identify stores with the greatest sales potential prior to launching hyper-local media.
2. IN-FLIGHT OPTIMIZATION: see in real-time how sales are trending in your targeted stores vs. a 52-week historical average, and get access to dynamic optimization lists that can guide budget reallocation.
3. MEASUREMENT & INSIGHTS: get access via the online portal to end of campaign analysis just days after the media campaign is over. Visualizations give you a standardized set of analytics, such as sales lift, incremental dollars and units, confidence level, weekly lift, characteristics of high performing stores, etc. Prove and improve your media to help you fine-tune strategies for your future campaigns.

Question 4: What are use cases for the Blis + RSi partnership? (Please provide a few examples from different verticals).
If you are a shopper marketer, maximizing your budgets, understanding performance of your marketing tactics and generating key learnings from those marketing tactics are tasks that are essential to your business.

Running a digital marketing campaign with Blis, and Ansa’s daily, store-level sales intelligence helps make that extremely for the CPG community and shopper marketers specifically.

For existing products, Blis campaigns using Ansa targeting can reach a targeting efficiency of 2:1 vs. campaigns that do not use Ansa store-level targeting thereby ensuring that every dollar is spent driving sales to your most important retailer locations.

Blis campaigns optimized with Ansa typically identify and heavy up investment around 16% of stores that are trending significantly ahead of the average store during a campaign and identify and decrease investment around 14% of stores that are trending significantly behind the average store, therefore ensuring that your budget is being optimized surrounding stores that are over-performing during a given campaign.

After each Blis campaign, Ansa automatically generates measurement of Featured Item Lift and Halo Item Lift at both the total event and week levels. Results are completed 5 business days after the end of each campaign and allow you to learn quickly and improve continuously, all at an amazingly affordable price.

Question 5: What shopper marketing measurement trends do you predict for 2018?
Optimization in-flight based on store sales trends during campaign. Optimizing on engagement, intent and / or clicks may be ok for some campaigns but more and more frequently shopper marketers are tasked with driving sales at their most important retailers. And understanding how their marketing tactics performed 5-6 weeks after a campaign has finished is just not fast enough anymore in today’s fast paced world and puts media providers at a severe disadvantage. By utilizing automated reporting that allows Ansa partners like Blis to understand and optimize their media in-flight based on daily, store-level POS sales data you now empower your media partner to act on supporting the stores that are driving your product sales which can ultimately provide a powerful boost to a shopper marketing campaign.

Question 6: If there was one piece of content you think every marketer should read, what is it?
(Other than this blog post of course!)

Think with Google and Facebook IQ are two fantastic sources of resources. Articles, trends, case studies, POVs, insights, etc… pretty much everything you need to read to keep you up-to-speed in this very fast-paced environment.

Read more

Meet, Greet and Keep: How Mobile Can Help Brands Throughout the Sales Funnel

Article

Meet, Greet and Keep: How Mobile Can Help Brands...

Our mobile devices give us more than just a way to call or text friends and family: Today, they are our maps, books, radios, and miniature shopping malls. We turn to them for news, entertainment and answers. And from dawn till dusk, we keep them at our sides like our most faithful companions.

So it’s no wonder mobile devices have become integral to an advertiser’s ability to reach their ideal audiences at every stage of the sales funnel. Here’s how brands can employ effective mobile advertising strategies to acquire, engage and retain customers.

Win Over New Customers

One of the best ways for advertisers to identify new audiences is to see where they shop. But without access to a competitor’s first-party purchase data or information about their website traffic, how can advertisers find this out?

Mobile devices provide the answer. By revealing where consumers go, mobile location data can tell brands which consumers spend their time browsing similar products at a competitor’s store. Let’s say Target wants to reach out to consumers who usually shop at Walmart. They can use location data to identify—then target—those who frequently visit the competitor yet still live near a Target store.

But brands need to be careful before jumping to conclusions about consumers. Real-time location data provides important insights, but they can be strengthened when paired with historical location data.

For example, just because someone visits a high-end boutique like Chanel, it doesn’t mean that person has the budget to shop there—they could just be browsing. How can an upscale fashion brand find out which of those Chanel visitors are actually potential shoppers? Here, historical location data can help. It can reveal, for instance, which of those visitors go to private airports a few times a month or regularly visit Giorgio Armani or Versace stores. Chances are, these consumers will be a better bet for the fashion brand seeking to acquire new customers.

Keep Them Interested

What’s the first thing you do when you wake up in the morning? For most of us, it’s look at our phones to turn off our alarms before checking the weather and scrolling through our Twitter feeds. And throughout the day, we continue to stare down into the faces of our mobile devices: checking the news on the train, sending an email between meetings, or watching videos from our living room sofas.

In order to engage consumers on the devices we use day in and day out, advertisers will need to serve ads that make sense for the consumer depending on where they are during the day. To do this, advertisers must first ask the question: What do consumers want to see on their mobile devices and when? Consumers spend a third of their time online watching videos, for instance, but they aren’t going to watch a 30-second video ad while walking down the street.

To boost engagement, brands can use knowledge about a consumer’s historical and real-time whereabouts to reach out at the time and place that will produce the greatest level of engagement. To effectively grab the attention of a consumer that’s out and about, a banner ad may work best. Later that evening, when the consumer is at home using a tablet or laptop, a longer video on a larger screen may work well.

Inspire Loyalty

How can brands make sure they retain the new and existing customers they’ve worked so hard to gain? They must first recognize and show appreciation for their most loyal customers.

Most advertisers identify loyal customers by looking at newsletter subscriptions and online purchase histories, but they may be missing other valuable customers who prefer to shop in stores. By identifying devices that frequently visit a brand’s store location, advertisers can make sure they are recognizing—and thanking—all their biggest fans. When an existing customer comes into a store a certain number of times, for example, advertisers can deliver a thank-you message—perhaps offering the loyal customer a generous coupon to redeem in-store.

Read more

Retailers’ Golden Ticket to Reviving Brick and Mortar Stores

Article

Retailers’ Golden Ticket to Reviving Brick and Mortar Stores

Interested in understanding how to connect mobile experiences to physical stores? Or how mobile can be the extension of a retailer’s store? Maybe you’ve wondered about the new Cost-Per-Visit metric? Look no further. Blis’ location data experts will be answering these questions on a weekly basis over the next few months in our ‘Retail Series’ which aims to equip retail marketers with the right insights and top tips to stay ahead of the game.

Following its decision to buy e-commerce company Jet.com last year, Walmart recently agreed to acquire Bonobos, a retailer with a strong online presence and generous shipping policies. If these moves weren’t sign enough that the physical and digital retail worlds are merging, Amazon’s acquisition of Whole Foods is the ultimate wake-up call.

Retailers everywhere are realizing that while brick and mortar stores are still critical, they’ll need a strong digital strategy to keep them filled with happy customers. Mobile devices are retailers’ golden ticket to connecting with consumers and reviving in-store shopping.

Understanding Consumers though Mobile

Whether they are going to work or going shopping, consumers carry their phones with them wherever they go. As a result, mobile devices provide retailers with a constant stream of valuable consumer insights. GPS and Wi-Fi data can tell retailers, for instance, whether a consumer is at a desktop at work, connected to Wi-Fi at home, or walking past a retailer’s store.

Beyond real-time location data, retailers can use historical location data to understand a consumer’s habits. For example, some consumers might visit a luxury jewelry brand on Fifth Avenue just to browse, even if they have no intention (or monetary means!) of buying. Thus, for that specific retailer, in-store visits may not indicate ideal customers. Instead, that luxury retailer can look at historical location data to identify their ideal consumers: perhaps individuals who frequently stay at the Four Seasons Hotel or regularly check in to exclusive country clubs.

But retailers shouldn’t rely on mobile data alone. By layering mobile insights with other valuable sources of data, advertisers can gain a holistic picture of their perfect audiences. Data collected from laptops, for instance, can reveal browsing histories and online shopping patterns; however, consumers won’t be opening up their laptops while shopping in stores. The trick is for retailers to match the data across devices to unique mobile device IDs. Only then will they gain a more holistic understanding of consumers and will be able to target or retarget them with products they are likely to go buy.

Driving Foot Traffic Creatively

Once they’ve gotten a clear and thorough understanding of their ideal audiences, how can retailers use mobile devices to drive foot traffic? Proximity targeting—delivering ads to consumers when they come within a certain distance of a store location—is a common approach. Retailers can maximize the power of proximity targeting by crafting unique and imaginative creatives.

For instance, advertisers can deliver ads to shoppers already in the area to tell them about an in-store sale, or offer them a coupon they can only redeem in person. Retailers can also deliver ads that feature a handy map telling consumers how to find their store.

Sometimes, targeting consumers when they are walking by a store may be a little too late. A QSR wanting to boost its 10 am breakfast crowd, for instance, may want to target consumers when they wake up around 7a and begin planning their day. Otherwise, the consumer has most likely already made their breakfast choice.

While there is no one-size-fits-all solution for retailers looking to connect with consumers and drive in-store sales, a strong mobile strategy is key. As the digital and physical worlds continue to blend, retailers must harness the insights and capabilities of mobile to reach their unique brand objectives.

Tune in next week to read all about how mobile is fast becoming the extension of a retailer’s store.

Read more