Advertising products to a target audience is being done for a long time now. Today, almost 60 percent of the population is connected to the internet. The rise of the internet and the increased usage of smartphones has made location data much more accessible. Location data is considered extremely valuable to advertisers and is gaining traction. This accessibility is further giving rise to location-based mobile advertisements which are emerging as a new big thing. Advertisement based on location data is one of the most effective ways of marketing products and can help marketers aim for a targeted approach that wasn’t possible before. According to eMarketer, US-based businesses spent over $17 billion on location-based ads in 2017, and this number is expected to cross the $40 billion mark in 2022.
Types of location-based ads (LBAs)
There are two types of location-based ads:
- In push-based location based ads, advertisers specifically send ads to consumers until the consumer refuses to receive or the consumers can choose, in the first place, the types of ads the advertiser can send them.
- In pull-based location based ads, the consumers can directly enter the keywords and search for the information they desire to gain. This time the consumer looks for the relevant information and related ads are shown to them.
How does it work?
How location based ads potentially work may seem complicated, but they’re not once you know how they work. Here’s how:
- For push-based LBAs, consumers opt-in the company’s respective LBA system; this can be done through the company’s store or website. After this, consumers are asked to share their personal contact information, including their name, mobile phone number, or email ID, etc. When the consumer shares all the requested information and provides consent to receive location-based ads, the company would use a location-based program to send ads to the consumer. These ads could be regarding their new line of products or personal incentives etc.
- For pull-based LBAs, consumers interact with websites or applications, and proposals are presented to the consumers in a common pull advertising system. Some Location-based advertising companies collect local citations from Yellow Page companies, group discount businesses, and other such sources. These advertisements are presented to consumers as an ad display integrated with publisher content or a search ad in response to user queries.
Why should you use LBAs?
There is a lot of reason why you should opt for location-based advertisement over anything else, here are some most important ones:
- With location-based advertising, you can connect with people when they need your product or service. You do not need to spend money based on the hit and trial method that you can convince people when they might need your product or service. This helps you deliver your message to the right people at the right time, thereby providing a better return on investment.
- If you are a small or medium-sized local business, local reputation holds critical importance. Location-based ads are the easiest way to remind local consumers about your products or services. It guarantees exposure to your company and, hence, it can help your business attract a high proportion of your target audience as potential customers.
- Location-based advertising eliminates hurdles to sales. When the consumer is close to your store, you have a more significant opportunity to convince them to buy products from you.
Conclusion
Location-based advertising is a huge asset in today’s smart world. It provides advertisers with a wide range of benefits and makes many advertising opportunities much more accessible. It’s a fast-growing technology that helps to create an interactive society among consumers and businesses.
