Using location data to target audiences isn’t a particularly new tactic—Facebook offered this option way back in 2004 with their first auction-based CPC model.
But marketers today are finding new ways to leverage this information and redefine traditional ad formats.
Though mobile still holds the top spot (81%), location data is increasingly used in connected TV ads (49%) and digital billboard campaigns (47%) to present area-specific promotions and encourage further engagement with smartphones. The wealth of data now available also allows marketers to understand if ads are working.
Though they used traditional billboards, Spotify demonstrated the powerof analytics in out-of-home advertising with their “2018 Goals” campaign, a display of peculiar listener habits around the world.