technology & data mobile geo-location · what is geo-location technology? geo-location (or...
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Mobile Geo-Location Technology & DataApril 2019
What is Geo-Location technology?
Geo-location (or geo-fencing) technology identifies the location data of a singular user via
their mobile device and GPS signals.
Device ID data is accessed through:
● Users enabling their location settings● Identifiable IP addresses
This technology helps advertisers monitor, identify and activate audiences based on their movements, their potential interests, whether in-store purchases can be attributed to digital spend, and
better understand their behaviour for
enhancing your overarching marketing strategy.
It gives mobile marketing the ability to track true physical
conversions and measure ROAS.
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Why is this great?
Targeting is only as good as the accuracy of its source. Bench only partners with global leaders in this space and provide the best mobile location data through a complex stack of proprietary technology.
“The strategic use of geo-location data enhances your performance through hyper-targeting methods that have previously been impossible. You can apply your ideal frequencies, value your audiences better and reach them across multiple digital environments.”
Who are Factual?
Factual are a mobile geo-location data provider focused on providing the highest quality and most accurate 1st-party user places data. Their technology matches to the most precise user device location data for transparent and location-based audience activations, mobile ad targeting, and conversion attribution.
Australia
reach is 7.2M devices!
“Factual are the collectors and distributors of the data.
Bench are the strategists and activators of the data.”
Factual & Bench
What are the opportunities? There are essentially 5 ways in
which we can use Factual data -● Retargeting an audience
that is created based off where users have been
● Targeting users when they are in a specific location
● Targeting users based on desirable lifestyle attributes
● Attributing users based on their movements
● Suppression of audiences
There are 4 primary ways in which we can use Factual data:
● Retargeting an audience that is created based off where users have been and their desirable lifestyle attributes
● Targeting users when they are in a specific location● Cross-media attribution based on a user’s movement● Suppression of audiences
Over 80% of marketers say location based advertising produced growth in their customer base, higher response rates, and stronger customer engagement.
Source: Factual, ‘The Factual Location Marketing Report’, June 2018
Examples
B2C - Retail B2C - Entertainment & Gaming B2B - Research
Campaign: Skincare brand in major department store
Target Audience25-40 year old women with high income
How will you find them?Shoppers who regularly visit high-end luxury stores across Australia
What media will you serve and where? Social display ads on Facebook & Instagram
Goal: Increase sales in the department stores by 12%
Campaign: Casino Grand Opening
Target Audience: High income tourists and business travellers
How will you find them?People who stay at high-end luxury hotels and also those who visit another domestic casino more than once a month
What media will you serve and where? Display &, Instream Video on news, business and finance publisher networks
Goal: Obtain net new customers
Campaign: Research & Analytics Company
Target AudienceAdvertising & media professionals
How will you find them?Frequent marketing industry award events like B&T/Mumbrella, as well as relevant buildings, e.g. Google HQ, Fairfax and News Corp
What media will you serve and where? Contextually targeted Social, Video and Display environments
Goal: Increase number of downloads for Predicted Industry Insights 2019 Report
benchplatform.com
For any further questions, please reach out to your designated account or performance manager.