It works: UK consumers are being influenced by location-based mobile advertising

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It works: UK consumers are being influenced by location-based mobile advertising
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With a growing number of UK consumers engaging with mobile ads, location has become a key driver in relevance and audience engagement. According to the Blis Insights: The influence of location on cross-device advertising study by Blis, the UK is a highly connected society with an average number of four devices per household. 18-24 year-olds are the most connected owning multiple devices, including smartphones, laptops, wearables as well as gaming consoles. Whilst the older generation is less connected, they are still tech savvy.

In terms of mobile ad engagement, 43% of UK consumers have previously clicked on a mobile ad, whilst 39% said their location had a positive impact on the decision to click on an ad. Interestingly, user click-through rates on mobile ads are twice as high from home, compared to other locations such as shopping malls, restaurants or during a commute. The same is true for other devices.

Connectivity also affects how consumers respond to mobile ads and where. Home engagement with mobile ads is being driven by WiFi connections, whilst commuters and shoppers are using mobile data.

The consumer purchasing path triggered by mobile advertising takes place across multiple devices including smartphones, tablets and laptops, with an average 58% of transactions involving at least one other device to complete the purchase. 14% of UK consumers (9m of the UK population) engage with a brand as a result of location-based ads on mobile devices.

Greg Isbister, CEO, Blis, says: “Mobile advertising may be the fastest growing sector of the ad industry, but whilst there is a huge amount of data on how many ads are shown, the industry’s understanding of the role of location and context on mobile and cross-screen advertising has lagged behind. With this report we wanted to take a detailed look at how location influences our online behavior and how, by taking location into account, brands and advertisers can create smarter, more engaging and more successful advertising. What this report shows is that advertisers absolutely can’t rely on a ‘one size fits all’ approach.”

Marketers can capitalise on these findings, by optimising their campaigns for multiple devices. Mobile advertising is a clear driver in the path to purchase, with location driving engagement across device types.

Read the original article here.

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1. Get personal.

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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.

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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.

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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.

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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?

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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.

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

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