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Outdoor advertising to find your location

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Update time : 2015-03-19 09:38:00
In the past, advertising was based on historical data in user profiles, and now this approach seems to be unable to meet the industry's development needs. “Because it changes”, the industry is more inclined to locate and act according to the real-time location of the users in the mobile, and to analyze the behavior. This way, the advertiser can get more stereoscopic and rich insights, and the marketer has Opportunities provide a more personalized, faster, and more interactive experience with users through ad push.
As a simple example, an advertiser can infer the user's "next" immediate behavior based on the real-time location of the user. If you are at the airport, you may be a traveler, you need to book a car, or book a hotel; if you are in a shopping center, you are likely to have a willingness to spend. Take the 58 city, the advertisements for renting and looking for work are placed on the large screens on both sides of the exit channel of Beijing Station. Going home two days ago, coming down from the train, the exit channel is attracting everyone's advertisements in the same city. The big screens on both sides of the channel are almost completely occupied by the advertisements of 58 cities.
It is currently the peak of recruitment, and Beijing is one of the cities that many people are happy to choose. Finding jobs and renting a house is a top priority for every migrant worker. And when people flock to Beijing, the train can see the platform that can provide information for themselves, which is naturally excellent. 58 City's advertising is based on the needs of the audience, to find their own location, and thus to launch. This kind of practice cannot but be said to be successful.
When it comes to advertising based on the user’s location, you have to mention Facebook. Whether you are accredited or denied, Facebook does a good job in many ways. A few days ago, Facebook announced a new advertising tool that allows marketers to advertise based on their geographic location. It is also based on the industry's often mentioned "enclosure technology." The app uses the location of the user’s phone or other mobile device to determine the ads they can receive, and the marketer can narrow the precise delivery to a group of people within a mile of the advertiser’s location, which can even include Map indication information.
As you can see, we can't underestimate the potential power of geo-targeted ads. According to statistics, location-based advertising proves the outstanding performance of the click-through rate and effective thousand impressions, especially in combination with real-time information and behaviors, situations, etc., which can effectively capture and target potential consumption from the crowd. And hand out the olive branch. Based on geographic location, global real-time mobile advertising will increase its market size from a $1.66 billion in 2013 to a compound annual growth rate of 54% to $14.8 billion in 2018. According to a Cisco report, by 2015, in the US mobile advertising, compared to the $7.34 billion non-geographic-based advertising spending, the location-based advertising fee will reach $6.6 billion; by 2017, global geography-based The advertising share of the location will be 52%, equivalent to about $10.8 billion.
Do not say anything else, IT industry tycoon Microsoft is the best proof. Since Microsoft announced its opening of 100 stores in North America, Microsoft has increasingly focused on the development of the retail consumer market. In the newly opened stores, Microsoft specially selected some of the creative advertisements for “deline the crowd within 10 miles”. According to statistics, the number of visits to these advertisements was 89% higher than that of other stores. In addition, McDonald's chose to work with Foursquare in terms of geographic advertising. On the same day of Foursquare Day, as long as you are in the United States, users only need to sign up on Foursquare to get a coupon for the nearby McDonald's store. This event not only witnessed the 33% sign-on increase rate on weekdays on Foursquare Day, but also the long tail effect.
Of course, advertising based on location is a good choice, but just telling consumers that your store is just around the corner, it's not enough to make it take time to enter the store, but also to provide consumers with discounts, offers, gifts. Some practical benefits such as coupons. Sometimes, some small favors are also a potential attraction for consumers.
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