Geo Accuracy Mobile Targeting - MWC

by Fred Ajani on Tuesday 13 March 2018
How can we use mobile targeting to increase reach and leverage sales on and offline?
Do we have the ability to link an identity to various identifiers?
What information can we have access too?
Are ad blocks the route of all evil or a solution to ad wastage?
What environment can we gain the most engagement, in-App or Mobile web?
What implications will 5G have in the mobile space when launched in 2019?
Has 360 video taken off as expected?

These were several questions asked during the Mobile World Congress in Barcelona. Mobile has been heavy on the lips of brands, agencies, and suppliers for years now. The expansion in reach figures is undeniable. The ability to target a more niche audience is irrefutable. 


But what’s the next step? What Geo-targeting options are available to us? 
How reliable, true and accurate is the technology at pinpointing these users?
Should we be targeting users by GPS or IP location?


To keep it brief, an IP address can send you to the wrong city. Unfortunately, an IP address cannot tell when a consumer has decided to take a trip to Miami and put their feet up on the beach.


To top it off, it’s also considered extremely intrusive as ads can also be served via incognito mode. I’m rooting for GPS. The more decimal places you are able to reference through GPS, increases the accuracy. For example, the first decimal place is worth up to 11.1km in radius, while the sixth decimal place is worth up to 0.11km. Most suppliers are able to work to the fifth decimal place, which can distinguish different trees from each other.

The overarching question is; are the targeted users actually interested in the brand?

Ad wastage can be reduced initially at a bid level. Some suppliers offer the bid strategy of a CPLC, they are able to validate that a user’s has seen, clicked and arrived on the desired landing page. Of course, you can also layer your desired targeting on top to ensure you are reaching those users most likely to click on your ads. 

What would geo-targeting be if you weren’t able to target users based on historical geo locations? 
Were they in a competitor’s store or were they in your store 38 days ago?
Here’s another step change… Real-time targeting triggers. Do they need to buy a new raincoat because of the unpredictable weather in London? 
What is the language setting on their mobile device? Alternatively, do you want to target users based on their shopper profiles; Music, Leisure, Family and Travel interests are readily available?

Our suggestion would be to utilise mobile targeting during peak periods for example paydays and sale periods. Let’s take this one step further, let’s focus on major sporting events and concerts. Picture a budding football fan in the pub on the 10th of June, watching England vs Belgium, World Cup group stage. Let’s serve his an ad so he can order the latest jerseys for himself and 2 month old son. Click to site campaign. Next Day Delivery.

Have they connected to an underground Wifi that would indicate they are on their way to a concert at the O2?

Technology now enables brands to focus on high-affinity zones that have seen a high proportion of customers who have shown intent over a specific date range. 6 years ago, were we able to show the time it would take by vehicle or foot to reach the store we want to push users too?


With the help of Isochrone lines, this is now possible through mobile suppliers such as S4M. Am I sure if this works though... A/B testing perhaps? Measure the uplift in traffic to store through an exposed group of mobile Ids against a non-exposed group.