Location-Based Advertising Trial Shows Great Consumer Response
At Spreed we are strong believers in mobile advertising and we know that the early days of this market are going to be filled with trials and tests. The market is still very young and filled with banner advertising and non-actionable landing pages. The next step is to leverage the unique opportunities made available by mobile devices. These opportunities include actionable banner ads that allow users to download coupons directly into their phone (similar to your physical wallet), call companies directly from their ad or even get directions to a stores location using the phones internal GPS.
Actionable advertising that creates value and provides high levels of emotion are important, but it also needs to be paired with best of breed targeting. The most unique form of targeting on mobile phones is their ability to pinpoint a users exact location no matter where they are. Location based advertising will be a huge success when paired with actionable advertising. Imagine seeing a banner or receiving a popup offering you directions to or coupon for a store that you are extremely close to.
Web based advertising was able to pinpoint you to your city, but this new breed of location based advertising will allow stores to draw a geometric shape around their location and push and advertisement to users that come anywhere within their desired parameters. Given that mobile phone users are constantly moving around their respective cities, this opens up lots of potential for local and more importantly retail advertisers (the bread and butter of newspaper advertising).
In Finland, a recent trial in conjunction with McDonalds and Nokia’s Ovi Maps tool advertised discounts on cheeseburgers when they were close to a McDonalds restaurant. This campaign saw a whopping 7% CTR. Once users clicked into the ad they were presented with the option to download a coupon or get directions to the restaurant. Amongst the users that clicked on the advertisement 39% went on to request even more information and interact with the ad.
These are clearly much higher than the CTRs for standard digital ads on the web. “Location is the new demographic. It’s no longer just about age, gender, and socio-economics, but about reaching mobile users who are in a geographic position to buy,” said Chris Rothey, vice president, NAVTEQ Media Solutions who helped put together this trial. “These findings show the power of LPA in helping advertisers find location-relevant consumers and guide those consumers into stores.”
Spreed believes in both smart mobile targeting and fun and ‘emotion rich’ actionable advertising. Our CleverAds platform is now able to target based on exact locations. Advertisers can draw a line down a street, a circle around a store with a given radius, or any other geometric shape. Contact us or any of our publishing partners if you would like to run a location based trial with your brand.
Source : http://startupticker.com/toolbar.aspx?c=3154&s=37496
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