Applications

Mobile Advertising

One of the key applications of PlaceIQ data is in the optimization of mobile advertising, through a detailed understanding of a user’s location.

As smart phones and mobile applications become more and more prevalent, there has been an increasing growth in “location aware” mobile advertising inventory. With a location aware mobile impression, understanding the real-time context of an anonymous user’s location with PlaceIQ opens up a whole new world of privacy friendly mobile targeting.  PlaceIQ products provide the ability to target the context of the user’s location rather than the individual user themselves. This empowers a mobile or location aware ad network to serve a much more meaningful, relevant and performant ad, since a user’s actual environment has such an impact on their behavior, intent and conversion while on a mobile device.

Conventional mobile targeting techniques often rely on application context, or content context. So if a user is interested in sports related content and applications, then logic dictates to serve them something sports related. While these techniques are perfectly valid, mobile has a fundamental difference to conventional web targeting – by definition mobile users spend a lot of their time being just that – mobile. They are using their devices while walking down the street, at work, commuting, out recreating, relaxing, etc. and their behavior, intent, engagement and conversion metrics can be radically different depending on the context of their location.

For example, a user out on the town in an active nightlife district probably wouldn’t be an ideal target for a rich media, engaging brand related advertisement, while a user who is waiting at a DMV, doctor’s office, or commuting by train or bus, would be a much better target, as they are in an environment where they are likely to be much more receptive to a rich and engaging ad content.

Another example would be a user out for walk or jog in a park. Perhaps they are using their phone at the trailhead or parking lot – understanding their current environment can offer you some powerful insight into their likely interests; a potential affinity to outdoor apparel, active lifestyle choices, etc.

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