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

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
3 Ways Retailers Can Use Mobile for Effective One-to-one Marketing


3 Ways Retailers Can Use Mobile for Effective One-to-one...

Today, mobile devices are like mini retail stores we carry around in our pockets: places where consumers can browse merchandise or place orders almost instantly.

But mobile devices also give consumers something they can’t get in stores: personalized marketing. Collecting data like shopping histories and browsing patterns, mmobile devices provide retailers with detailed insight into individual consumers and a means of communicating with them directly.

How can retailers use mobile insights and capabilities to craft effective, one-to-one messaging?

1. Get personal.

Today, consumers want—and expect—ads to speak directly to them. In fact, 74% of customers feel frustrated when their online experiences aren’t personalized.

The easiest way for retailers to personalize content is by harnessing their first-party data. If a customer purchases a dress online, the brand can use what they know about her (her fashion interests, browsing history and email address) to customize subsequent content. For example, the brand can serve an ad via email that suggests a pair of shoes to go along with the new dress.

With CRM data, the retailer can see what the woman bought online, but do they know what she’s purchased elsewhere? Or what she does when she’s not shopping? This is where location data comes in. Retailers that layer location-based insights on to other sources of data can get to know where and when consumers shop at brick and mortar stores. They can also identify other behavioral patterns, including which day of the week and time of day they like to go shopping—data can enables greater levels of personalization.

Let’s say a CPG brand wants to reach out to a previous customer who hasn’t been seen in store lately. The marketers can use their knowledge of the consumer’s daily commute to deliver the ad just before he leaves work, suggesting he stop by on his way home. They may even offer him a discount on the product he previously purchased.

2. Market to individuals, not devices.

Once retailer marketers have identified their ideal audiences on mobile, they shouldn’t see phones as the only means of communication. Consumers own an average of 3.6 connected devices, so retailers should communicate with consumers across the devices they use, including tablets, laptops, desktops and addressable TV.

However, if a retailer sees a user reading political news on the tablet all day but watching cartoons in the evening, it might not be the same same person. With families and partners sharing devices at home, marketers need to make sure they are constructing nuanced consumer profiles across devices in order to reach out to individuals, not just devices.

3. Don’t be creepy.

Personalized, cross-device marketing is on the rise in part because consumers are increasingly willing to disclose their data to retailers. After all, purchase histories and location data are essential for useful or interesting ads.

But how retailers use that data is key. Consumers want to feel understood, but they don’t want to feel like ads are invasive or drawing on data that’s simply too personal and private. Marketers need to make sure they aren’t crossing any personal boundaries or making consumers feel uncomfortable.

If marketers want to turn heads or, more importantly, turn consumers into buyers, they’ll need to do more than blast out generic ads to the masses. When retailers personalize ads with these three tips, they’ll see huge improvements in campaign performance.

But how, exactly, do they measure these improvements? Find out next week when we assess the best metrics for retailers.

Read more

Embracing the Retailer’s Dream Metric: Cost Per Visit


Embracing the Retailer’s Dream Metric: Cost Per Visit

The twentieth-century American engineer and statistician W. Edwards Deming once said, “Just because you can measure everything, doesn’t mean that you should.”

This applies to retailer struggles today as marketing executives need to decide what they should measure and how. Do they care about impressions, views or click-through rates? And once they figure that out, how can they make sure their ad dollars are really working? The Partnership predicts that ad fraud will cost brands over $16 billion this year alone, while Infectious Media suggests that over half of all digital ads aren’t seen at all.

Fortunately for retailers, there’s a new metric in town—one designed to eliminate waste and increase sales. With a cost-per-visit (CPV) model, retailers pay only when a consumer sees an ad and visits a specific location. Here are four ways retailers are benefiting from this cutting-edge new metric.

1) Increased Foot Traffic

With the National Retail Federation predicting eight to 12 percent e-commerce growth this year alone, no one can deny the rapid rise of online sales. However, 85 percent of consumers still prefer to shop in brick-and-mortar stores, where 94 percent of all sales are generated. That’s why it’s vital for retailers to keep their physical stores alive and continue to enhance their in-store experiences.

With the explicit goal of bringing visitors into physical store locations, CPV is a metric for retailers wanting to increase foot traffic—and pay only for successful conversions. While there are many ways to boost in-store visits, today’s leading location data solutions use predictive location modeling. With Blis Futures, we choose to charge on a CPV-basis because we are completely confident in this approach.

2) Greater In-store Sales

Driving consumers into brick-and-mortar locations may also encourage consumers to buy more than they anticipated. It gives retailers the opportunity to upsell consumers so they need to make sure they clearly advertise their promotional pricing, point-of-purchase displays and loyalty programs. Once you have a potential customer in the store, you can push tailored messaging in real-time and create personalized promotions. As anyone that has ever been into a Target retail location can attest – you may go in for one specific item but end up unable to leave the store for less than $100! So only paying when a consumer sees an ad and then visits a physical location reaps multiples rewards for a marketer.

3) Branding Opportunities

When retailers buy ads on a cost-per-visit basis, they don’t pay if the consumer sees the ad but doesn’t come into the store. That means the retailer also benefits from ad views and branding. In fact, a consumer may see the ad and make a purchase online rather than in-store, but the marketer still pays nothing for that conversion. At Blis, we are willing to take that risk and allow marketers “free” branding messages. Our confidence in the technology behind our CPV metric allows us to think of marketers first.

4) Risk-free Investing

CPV transfers the risk from buyer to partner, so retailers don’t have to worry about wasted ad spend: They’re making a completely risk-free investment. With free branding and zero downside, retailers have nothing to lose.

When Blis became one of the first tech partners to offer the CPV model earlier this year, we sent a critical message to both retailers and the wider industry: We’re ushering in a new era of transparency and accountability in advertising.

Check back again next week when we switch gears to discuss how retailers can use mobile to boost engagement, retention and acquisition.

Read more

Closing the Retailer Purchase Loop: Solving the Challenge of Attribution


Closing the Retailer Purchase Loop: Solving the Challenge of...

You’re on your way to work when you pass a billboard featuring Nike’s newest running shoe. That reminds you: you just signed up for a half marathon, so you’ll need some new gear. You start googling top-of-the-line running shoes on your phone. You forget about the race until days later when looking at Facebook on your laptop, and there they are: the same shoes that caught your eye. Still, you won’t purchase them until you try them on. So what a pleasant surprise when, on your walk home, a banner ad appears across your phone: “You’re 3 minutes from a Nike store,” it says. Why not stop by?

If you go into that store and purchase those shoes, which ad was it that led to the conversion? Was it the original billboard, the social media ad, or the location-based banner? Perhaps a perfect combination of all three?

These questions reflect the challenges every marketer is currently facing when it comes to attribution. Today, a typical path to purchase is no longer a straight line to the point of sale. It looks more like a latticework of ads both online and offline, on our devices or in our neighborhoods.

Yet despite this added complexity, brands can begin to solve the mystery of attribution and determine the value of each marketing touchpoint. They just need to follow the footsteps.

Understanding Footsteps to Purchase

Brands can get a better understanding of which campaigns are boosting their ROI by taking a look at how digital ads directly relate to foot traffic.

First, advertisers can conduct an A/B test to determine which ads are bringing people into their brick-and-mortar retailers. By comparing how many devices were seen in store from an exposed group (devices that received an ad) to a control group (devices that didn’t receive an ad), brands can figure out what’s working and how well. This is the kind of study we conducted on a series of CPG brands earlier this year—where we found an astonishing 47 percent uplift in foot traffic for the exposed group.

Location data can also reveal more than just how many devices made it into stores. It can also tell advertisers the average time it takes for someone to enter a store after seeing an ad, or which locations are performing best. Brands can also layer this data with purchase histories and sales data for even more insightful stats and figures into how their customers are responding to ads.

So once brands have uncovered all these clues into what’s driving conversions and how, what do they do with it all?

Step Up Your Campaigns

Brands don’t strive for accurate attribution just for the sake of it. They want to know what’s causing conversions so they can do more of it—and cut out what might not be working at all.

An energy drink brand, for example, can use data about foot traffic and sales to make sure the next iteration of their campaign performs even better. Let’s say the brand discovers that people are 50 percent more likely to go into a store that stocks the energy drink when they receive an ad within 200 feet of the retailer. Rather than targeting everyone within 500 feet of the retailer, the brand can eliminate waste by just reaching out to those within a much smaller radius.

What if advertisers discover that no matter what distance, more people seem to be purchasing the energy drink from Walgreens than CVS? Perhaps next time, they can put a greater share of their ad budget into targeting those near Walgreens.

By solving some of the mysteries around attribution by finding which campaigns are driving sales, advertisers can continuously optimize their campaigns. And that means less waste and a greater bang for every marketing buck.

Read more

© Blis 2017 | Registration Number: 06455773 | Privacy