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BizReport : Advertising archives : June 21, 2016

Expert: Brands not served by traditional location data

A recent study found location data was accurate to within about 30 meters, but one expert believes differently. He says brands are not being served by location data - here's why.

by Kristina Knight

"The data from PlaceIQ's report showed that, when averaged, the locations of the participants' iOS or Android devices recorded were accurate to about 30 meters from the actual locations of the participants. This is an industry-wide problem, but adtech providers can put processes in place to verify the data further," said Harry Dewhirst, President, Blis. "At Blis we have looked at GPS latitude/longitude data coming across the platform from publishers and exchanges and our analysis shows up to 90 percent of this data can be inaccurate or even false! As a result, we recommend eliminating all GPS lat/long data that doesn't have at least 4 decimal points (within 10 metres of a specific location) to ensure only the highest quality publisher location data informs buying decisions."

Accurate data, Dewhirst says, uses a series or algorithmic checks like those used by Blis' Smart Pin and IP Scale, the data is then validated by cross-referencing proprietary IP address data. Once brands have actual accurate data, how can they use that data to engage shoppers?

"It's one thing to track a consumer's location and offer them bespoke ads based off of it, but to go even further, merchants can cross reference location patterns to really pin down a target audience. For example, Blis constructed a five week campaign for the Mini Countryman and Paceman, two new Mini models for 2014. To identify the best audience, it analyzed location data of who had visited 4 or 5 star hotels, Michelin star restaurants and business class lounges in airports. Then it mapped these users with those in proximity to a Mini dealership, or in a competitor's dealership with identified behaviours," said Dewhirst.

Tags: advertising, Blis, location based advertising, mobile marketing

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