Location Based Advertising
Imagine that you get a 40% discount message when you pass near a mall. You are more likely to visit the store than you are at home or elsewhere. With…
Imagine that you get a 40% discount message when you pass near a mall. You are more likely to visit the store than you are at home or elsewhere. With location data, it’s possible to advertise in the right place. All of this is done quietly through applications that share location information on your mobile phone. With the increase in the use of smart devices, particularly smartphones, location-based advertising (LBA) has gained popularity among marketers. Thus, advertisers can send different messages to their customers depending on where they are.
What are the advantages of location-based advertising?
Due to the complexities involved in advertising targeting, brands have experienced difficulties in reaching a large audience, enabling them to choose location-based advertising. As mentioned above, personalized messages are much more noticeable and play an important role in interactivity compared to general advertising and position. This not only increases the interest in advertising, but also helps track demand. Therefore, if it is calibrated to a customer’s interest, an ad will be much more effective. Location data allows you to do this. You can make offers based on where people are located.
More and more people are using smartphones, so it becomes imperative that marketers target customers on mobile devices. While classic ads still work, users are now more open to digital ads. According to a survey last year, 46% of users said they were using ad blockers, because they said the ads were often “irrelevant”. However, if ads are well targeted, they will be less likely to be blocked. Because people in different geographical locations exhibit different behaviors. Instead of the southern provinces, which spend the autumn lighter than the simplest, in our provinces like Erzurum and Sivas, we feel more like winter coats, coats, raincoats, boots and so on. advertising products will be much more effective.
What are the disadvantages of location-based advertising?
One of the disadvantages of the LBA is confidentiality. Mobile marketers need to understand and respect the fact that users will enjoy online privacy. Therefore, they only need to engage in promotional activities if the user has his or her permission. The second challenge is the small screen size of smartphones. The mobile phone usually comes with a small screen and does not have a mouse. This means that navigation on a mobile phone can be difficult for the user, even with a touch screen. In this case, most ads go untouched, as most users may find it too tiring to look at every detail. In addition, performing this optimization on different platforms and browsers simultaneously creates a separate workload. This may make it difficult to create a joint campaign.
Location-based advertising is based on map production. The fact that this large data set, which your service provider uses as a base, has been created with high precision will of course give more accurate results. The studies carried out within the scope of geographic information systems host many by-products that produce different results in almost every field beyond mapping. These reforms in geographic information systems seem to continue to change our habits.