Since time immemorial Indians have attributed great fascination and pride to "location.” As any real estate agent will tell you, “There are three things that matter in property: location, location, location.”
Ones “location” can help others draw inferences about your preferences, needs and consumption behaviors. In essence, the locations frequented by a user can help advertisers understand their real world behaviors and therefore location becomes critical to help users discover propositions that would interest them.
Until the recent widespread adoption of smartphones, advertisers only had billboards as a medium if they wanted to target consumers based on their location. While outdoor advertising has tried to innovate, multiple challenges exist with billboard advertising. It is a broadcast advertising medium, which tries to appeal to all audiences without any focused targeting or feedback loop mechanisms. The messaging is largely static (unless digital) and typically loses oomph after several viewings.
Hence, the smartphones that we carry with us everywhere have interestingly become a powerful medium for location targeting.
In the PC era, a mouse was magical as its actions made changes on the desktop screen. Mobile, with real-time location information has effectively become the cursor of the real world. Today, with a few taps on your smartphone you can get a taxi to pick you up, or find the closest Chinese restaurant, petrol pump or ATM machine. Interestingly, all the new on-demand services such as cabs, grocery and food delivery have existed for quite some time, it is just that the smart phone has removed a lot of real world friction, making the user experience magical.
Over the last few years, at InMobi we have made significant investments in honing our location targeting capabilities. Our diverse and widespread SDK footprint across news, gaming, entertainment and utility apps provides us access to accurate location data, IP addresses and hashed device IDs at scale. Access to this aggregate, anonymized dataset coupled with our investments in big data platforms and data sciences enables us to cleanse the data and derive meaningful insights to be leveraged for significantly enhancing our ad relevance.
Dots represent ad requests from respective cities
InMobi’s location targeting product capabilities may broadly be analyzed on two dimensions:
1. Targeting users based on where they are in the real world. The use cases within this category include:
2. Crafting audiences based on the history of real world places visited by users: Places visited by a user can provide us with very clear insights into their life stage and behavioral attributes, enabling us to create custom audience segments based on real world actions. Some of the examples of such segments include:
The strength of the solution lies in the ability to combine “location” specific user information with “context” i.e. time of day/ week, weather, phone position (user leaning back or forward). This combined information is like a power tool in the hands of an advertiser.
As with all power tools, this one too needs to be used carefully and with responsibility. Successful advertising campaigns have always thought consumer-first and have benefited from collaboration with partners who bring in, apart from technology, an understanding of consumer targeting best practices.
After all, the consumers’ interests need to be paramount.