博客

利用地理位置数据为付费数字广告提供动力

09/02/2021 -塞拉杜西

随着有关数据和跟踪的讨论在行业内持续发酵, consumers have made one thing evidently clear: those that are will are willing to share their data want to do so if 这让他们的客户体验更好. 

We’ve all probably experienced the user-end of this sentiment: being served an ad that has no relevance to our interests or previous browsing habits. Not only does this cause frustration, but on the advertiser’s side, it’s wasting precious 付费数字广告费用

So, how can advertisers ensure they’re using data in a mutually beneficial way: improving the customer experience, 哪一种转化为更有效率 广告支出? 地理位置数据是一个很好的起点.

什么是地理位置数据? 

用最简单的术语来描述, geolocation data refers to the geographical location of a device connected to the internet. 最常见的, this data comes from a mobile phone or laptop but can also include intelligent speakers and fitness trackers. 它通常由GPS卫星提供, 发射塔, 或IP地址或实时或被动.

实时地理位置数据

全球定位系统和手机信号塔让广告商可以精确定位消费者当前的位置. Consumer’s mobile phones and other connected devices give them the option to share their location data. If they opt-in to share, geolocation software can pinpoint their location based on these networks. This works exceptionally well in cities and more densely populated areas as there are many networks to more accurately pinpoint their exact location. 

被动的地理位置数据

Internet service providers know a customers’ IP address which is generally connected to a physical location in their database. This gives advertisers the ability to target consumers generally based on the city or county they live in. It’s important to keep in mind that depending on where the data comes from and how frequently it’s updated will determine how accurate this source of data is.

这些数据如何帮助目标消费者? 

Consumers have their phones with them pretty much throughout their entire day – as they are traveling to and from work, 健身房, 晚餐, 杂货店, 等. 对于广告商来说,我们获得的数据越多,我们就能创造出更好的用户体验. 与数据, we can use paid digital advertising to target customers with ads relevant to their interests, 爱好, 以及购物习惯和地理位置. 这可以通过两种方式实现:地理围栏和移动位置历史. 

地理防御选项

针对特定领域的用户

Geo-fencing is used when you have a specific address in mind where you would like to target users who are within a certain radius of said address. 的 address is plugged into Google’s API where we receive latitude and longitude coordinates that we can then target across display and mobile devices. 

这允许广告商在商店等地方设置一个特定的半径, 餐厅, 博览会, or competitor locations to attract customers while they are within the vicinity to make a purchase. 

移动位置的历史

瞄准那些去过特定地区(在特定时间内)的用户

Mobile location history allows advertisers to reach customers who have previously been to a specific location in the last 13 months or less (with a 7-day minimum recommended window). 

这个CA88, advertisers have various ways to keep their brand top of mind with consumers who have previously been at their (or a competitor’s) location but haven’t made the return trip or purchase. 

使用地理位置数据的最佳实践

Our team is constantly uncovering new and creative ways to use geolocation data to fuel our client’s paid digital advertising effort. 仍然, three ways we see it used more effectively are events within the travel sector and in conjunction with audience targeting. 

事件

Event targeting allows advertisers to set a target radius around the physical location of the event to reach consumers attending the event. This allows the event hosts to inform attendees of special sessions or promotions they’re offering. 但, 它还允许当地企业,如餐馆, 酒吧, 以及向距离自己所在地较近的消费者推销自己品牌的商店.  

在过去的一年里,面对面的活动比前几年要少. 然而, advertisers can still reach audiences that have previously attended their event using mobile location history. 

例如, 我们的一个客户每年秋天都要参加一个大型的工业博览会, 从历史上看,是什么推动了他们收入的很大一部分. In 2020, 这次活动是虚拟的, and they reached out for help to stay top of mind with the decision-makers who customarily would attend the event. We used mobile location history to target consumers within the radius of the event in 2019 with display and video ads. So while consumers were sitting in their respective cities and states watching the virtual event, 我们的客户提醒了我们,并推动了我们的合作.

旅游行业

旅游行业 有无数的地理位置数据用例. Just like with events, both geolocation and mobile history data can be used to target consumers. 

酒店, 航空公司, 游乐园, and resorts can utilize mobile location history to target consumers who previously visited or traveled with them (or a competitor) in the last year but haven’t returned. 过去的这个夏天, we’ve seen this as a very effective tactic as many people were looking for travel opportunities, 尤其是在美国国内. 

相反, 一旦这些行程被预定, high tourist areas can use geolocation data to set a radius around their location to attract travelers to visit and shop with their brand. 这些消费者可能会尝试新的地方, so they’re eager ot interact with a brand that stands out to them as they browse and research.

分层的受众定位

正如本博客开头提到的, 消费者愿意分享他们的数据来改善他们的用户体验. 这也适用于位置数据. Just because a person is within the vicinity of your store doesn’t mean they are your consumer. 

分层行为、上下文和其他 观众数据 with your geolocation data will ensure that your paid digital advertising efforts reach the audience most likely interested in your brand. This allows your brand to tailor the messages and ad formats even more precisely to what will resonate with your audience. 

准备将地理定位整合到你的付费数字广告中? 

在大流行后的世界里,人们开始冒险回到更正常的日常生活, geolocation data is an essential tool advertisers can use to keep their brand top of mind with consumers and stand out from the competition.

CA88地理定位的CA88

At CA88, we create solutions across geofencing and mobile location history to fuel our clients’ paid digital advertising. 拥有一支专业的战略团队, 我们发现的最佳选择,以达到您的目标受众引人注目, 地理位置有关, 定向展示和视频广告.  

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