Location, it’s a funny thing.
Last week I was heading down to the Toronto FC soccer match and was meeting up with a friend. On my way down to the stadium I asked them where they wanted to meet, and their answer was ‘I’m here by the entrance’ to which I answered ‘which entrance?’
And that’s my point.
Hyper-accurate technology based on proximity, contextual, and behavioural data such as location types, time of day, landmarks, movement patterns, and even weather is the fuel needed for delivering highly effective campaigns. It’s the difference between telling someone to meet me outside the entrance, and telling them to meet me by the hotdog stand beside gate 6.
Today, not all location data is the same. Which is why brands, and agencies planning their next mobile ad campaign using location data need to be well informed on how that location data is scored and verified.
For APEX Mobile Media and our customers, running a location based ad campaign means gaining access to our first in-class location partner network that taps into unique data sets. Data sets that include permission-based data collected from our partners owned and operated apps, and their first-party permissioned SDK data collected. The result is Comscore and location sciences verified data that provides unrivalled accuracy and precision that delivers ads in real-time.
This unique modern approach gives advertisers in Canada an opportunity to use actionable data to help provide consumers with more than just advertisements, but instead provides them with relevant brand experiences that bring value to their customer journey.
So forget what you might think you know about targeting audiences. The fact is, 60% of ad requests in mobile exchanges are off the mark, making the difference between here and RIGHT HERE, one you can’t afford to continue losing money on.
Carlos Guevara is the Marketing Director at APEX Mobile Media and previous host of the podcast "In Search of Good Data." He has also helped various organizations in the private and non-profit sector to become more customer-centric with the use of enriched data and modern marketing and advertising technology and strategies.