This research reinforces what PlaceCast found with their GeoFencing tests .. LBA is very effective ---
U.S. Consumers Significantly More Likely To Respond To Location-Based Mobile Ads Than Other Mobile Ad Types | Wireless Week: "The Mobile Marketing Association (MMA) (www.mmaglobal.com) and its official research partner, Luth Research (www.luthresearch.com), today released the latest Mobile Consumer Briefing, a monthly survey of U.S. adult consumers about their mobile marketing behaviors and opinions. Available exclusively to MMA members, the new survey shows that nearly one in four U.S. adult consumers uses mobile location services, with usage highest among Apple iPhone owners."
Showing posts with label Placecast. Show all posts
Showing posts with label Placecast. Show all posts
Mobile Users Like Geo-Targeted Ads
Not only do mobile users want personalized services, they like geo-targeted ads, according to a recent survey by eMarketer.
The recap of the study makes a point of highlighting “Geo-fencing” by 1020 PlaceCast, which provides personalized marketing messages to shoppers based on their location.
The responses to the 1020 Placecast ShopAlerts program were as follows:
* 60% said the location-triggered messages were “cool” and “innovative.”
* 79% claimed to be more likely to visit a store.
* 65% made a purchase.
* 73% were likely to use the service again.
While the cool and innovative comments may wane as this type of advertising become more common, you have to be excited to hear nearly 80% of the recipients would be more likely to visit a store due to the ads.
The recap of the study makes a point of highlighting “Geo-fencing” by 1020 PlaceCast, which provides personalized marketing messages to shoppers based on their location.
The responses to the 1020 Placecast ShopAlerts program were as follows:
* 60% said the location-triggered messages were “cool” and “innovative.”
* 79% claimed to be more likely to visit a store.
* 65% made a purchase.
* 73% were likely to use the service again.
While the cool and innovative comments may wane as this type of advertising become more common, you have to be excited to hear nearly 80% of the recipients would be more likely to visit a store due to the ads.
Placecast's ShopAlerts to Deliver on Mobile Promise
Greg Sterling posted an interesting announcement from Placecast. If you haven't heard of Placecast and you are interested in monetizing LBS or hyperlocal initiatives you should get to know what they do.I met them a year ago at Where 2.0 and discovered they could close the gap between my geovision and implementation.
Placecast's ShopAlerts allows retailers to create automated SMS alerts that are sent to consumers when they are near a retail outlet with which they have opted-in. Then as the consumer goes about their daily life they are automatically alerted when they are near a retail location of any specials. A key to ShopAlerts is that it does not require a smartphone. Someday this will not be a competitive advantage but for now it is because most people don't use smartphones. According to Screenwerk, four retailers are on board at launch: SONIC, American Eagle Outfitters, and REI.
This is the second announcement this week where a company is delivering on the early promise of mobile and LBS. Loopt made an announcement for a pay per action solution coming soon.
Update 2/27: It looks like North Face is also experimenting with Placecasts approach. According to Media Buyer Planner North Face has a campaign where Placecast "created 1,000 fenced areas in and around the cities where the North Face has many stores. The North Face also chose locations where there is a lot of snow and rain, so it could tailor its messages to the weather."
Placecast's ShopAlerts allows retailers to create automated SMS alerts that are sent to consumers when they are near a retail outlet with which they have opted-in. Then as the consumer goes about their daily life they are automatically alerted when they are near a retail location of any specials. A key to ShopAlerts is that it does not require a smartphone. Someday this will not be a competitive advantage but for now it is because most people don't use smartphones. According to Screenwerk, four retailers are on board at launch: SONIC, American Eagle Outfitters, and REI.
This is the second announcement this week where a company is delivering on the early promise of mobile and LBS. Loopt made an announcement for a pay per action solution coming soon.
Update 2/27: It looks like North Face is also experimenting with Placecasts approach. According to Media Buyer Planner North Face has a campaign where Placecast "created 1,000 fenced areas in and around the cities where the North Face has many stores. The North Face also chose locations where there is a lot of snow and rain, so it could tailor its messages to the weather."
Local Based Advertising
Check out this company. It is the first company I have seen that has really figured out how to deliver location-based advertising. They blow away companies like LAT49. The later focuses on delivering ads on maps. The implementation is simple and unsophisticated. Placecast processes multiple types of location, demographic and other information and then adjusts the ad delivery based on what is relevant in terms of location. They have a robust network of advertisers. They have sophisticated engines that drive the ad delivery and they can plug and play with major players such as DoubleClick/Google.
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