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Location Enabled Communications

At a Glance 

Segmenting your audience via cookies is a part of the digital advertising equation. With today's technology, it is possible to target your audience with location data to leverage context, intent and immediacy to improve your ROI.   

 

How

Blesh Ads Beacon Network is extensive with over 10K beacons deployed in some of the most popular places around the country. Blesh Ads have 1.9M transmissions in average from those beacons to users everyday which help you to improve your targeting; minimize wasteful advertising & realize your full advertising potential.

 

What

Context + Intent + Immediacy = MicroMoments 

(location) + (location & past behavior) + (location & search) = MicroMoment 

MicroMoments Clip 

 

 

 

 

 

 

Facts

  • Over the next five years, location-based ads will make up over 40% of mobile spend, reports eMarketer.
  • Juniper Research reports that the number of location-aware apps is expected to triple by 2019, making it a significant subset of the mobile application marketplace.
  • A study by Juniper Research says that nearly 1.5 billion people will be using LBS by 2014, with a global market worth $12.7bn worldwide.
  • Organizations can identify the shopping and eating habits of consumers through location-based mobile analytics and target those mobile users with the right promotional message when they are in the proximity of that store, reports business.com.
  • Some sources estimate location-based marketing to grow to $15.7 billion by 2018.

 

Case Studies

  • After adopting Local Inventory Ads, which show actual store inventory to online searchers, Sears Hometown and Outlet Stores saw a 122% increase in store visits.
  • Mike's Hard Lemonade: urban shoppers tend to purchase Mike’s Hard Lemonade products from convenience stores while on the go. Suburban buyers, on the other hand, are more likely to browse grocery stores for product. Mindful of these distinctions in consumer buying patterns and location, Mike’s Hard Lemonade is better able to tailor its mobile campaigns by brand and consumer for greater impact and relevance.

  • One way Dunkin’ Brands accomplishes this by crafting campaigns that consider a consumer’s intent. Is it a customer’s first coffee of the day? Is he handling a mid-afternoon coffee run for his office? Is she about to stroll by a local Dunkin’ Donuts store? Or is she on a commuter train heading home for the evening? The right location data can answer these questions, enabling marketers like Dunkin’ Brands to know when and how to reach their best customers.

  • Search engine optimization helps marketers deliver the right answers to inquisitive consumers in a timely fashion. Social media channels, on the other hand, let brands connect and engage consumers in real time. But while these twin marketing tools are excellent for reaching consumers at home, they have their fair share of limitations. For example, a 22-year-old male’s search and social activities may indicate that he’s in the market to buy his first car. But beyond initial interest, there is little to learn about the consumer’s actual behavior or intent. Fortunately, location fills these gaps for marketers. Unlike search and social data, location taps into what’s actually happening “now” in the real world without requiring a keyword or explicit interest. After all, where consumers are located says a lot more about their needs and intent than the websites they visit or the apps they use.

 

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