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Mobext Addresses The Art Of Geo-Data

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Today’s “attention economy” has agencies and brands demanding more real-time science and effective targeting to reach always-on consumers. But the tradition of advertising has always relied on eye-catching visuals and clever taglines. Among the perennial challenges facing the digital ad industry, the question of how to incorporate the power of an emotional connection with perfectly timed ad delivery.

Andrew Hoffman

Mobext’s Andrew Hoffman

In other words, it often takes a little more than the old standby static banner to win the mobile race. As mapping the consumer — from their location to their habits — becomes more and more important in ad targeting, even the best creative can get lost if available geo-data is ignored.

In a session at Interactive Advertising Bureau’s Mobile Marketplace conference on Monday, execs from Mobext, Condé Nast, and WPP Group’s Joule stressed the importance of creating ads that truly incite consumers to take action, urging marketers to blend out-of-the-box creative with the data it needs to back it up.

Andrew Hoffman, Mobext’s VP of Mobile Marketing, was especially adamant about the need for an evolving mobile strategy. “We need to think about using platforms holistically,” he told the crowd, “[but] it’s time to make mobile the center of everything.”

Hoffman had a busy day at the conference, finding himself swarmed by eager attendees with mobile questions as soon as he left the stage — but he chatted briefly with GeoMarketing following the session.

GeoMarketing: How can brands actually use geo-data to improve their ad performance?

Andrew Hoffman: Geo-data, in general, enables us to understand more about the context and relevancy of a message, and that’s really important for brands to think about when it comes to ads. The ideal time and the place for [reaching one customer] could be totally different from another.

It’s like they talked about [in Mindshare’s earlier IAB session] on relevant messaging; brands that [aren’t leveraging geo-data] are behind.

What are your views on proving online-to-offline ad attribution? If a place-based ad actually spurred in-store visits, how can we know?

With the attribution model — that is, being able to use the idea of location as a proxy for driving in-store sales — whether it’s a footprint or a drive-through store attribution, a lot of location adverse technology is coming into use now. It’s a way to holistically [tie online-to-offline] and bring it back together. That’s going to be really important. Also, the use of beacons in-store is a way to gain more leverage [when it comes to activating a consumer with proximity marketing].

It’s a two-pronged approach, but it’s enabling consumers to learn more about consumers. It also allows brands to have a greater ability to engage with [consumers] more meaningfully.

To wrap up, what’s the next step for brands when it comes to mobile advertising?

We need to think about using platforms holistically. [That’s going to] drive innovation and take the mobile industry to the next level. We need to get to the point where mobile is at the center of everything.


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