Tag: geolocation based marketing

Location based marketing used by Unilever through iBeacons

The massive corporation is using this offline shopper data collection to target mobile ads.

Unilever is now using location based marketing techniques to be able to better understand how appealing shoppers find its brands while they are in store, so that they can later send mobile ads that will be relevant to those individual consumers.

The company will be using iBeacons to be able to glean the information about the smartphone using consumers.

The idea is that while this type of location based marketing could encourage purchases at the point of sale, it can also be used for a broader purpose. This is primarily to use the technology to lower the consumer acquisition cost by providing each individual with content that has been customized to a consumer’s individual interests, wants, and needs.

Unilever entered into a location based marketing partnership in order to be able to test this concept.

Location based marketing - PartnershipIn this geolocation technology using effort, Unilever is working with Glimr, a data specialist firm, and Mindshare. This strategy steps away from the “traditional” use of beacons, which have been conducted by other companies and that have focused nearly exclusively on driving performance, in favor of an effort to build the company’s brands.

In the pilot in Sweden, consumers who visited a food truck that was Knorr branded were given the opportunity to sample its latest flavor of soup. Those shoppers were then retargeted with a mobile ad the next time they launched the Aftonbladet Swedish newspaper app. The typical display ads that had been displayed within that app were often replaced with coupons that were designed to provide shoppers with a reminder of the campaign, and to underscore the idea that Knorr is a brand that is modern and that is keeping up with the things that people care about the most, right now.

At the moment, the company hasn’t revealed any intentions to expand the location based marketing program to other regions, such as the United Kingdom or the United States. However, Unilever has indicated that it will be moving its tests using iBeacons into major supermarkets, over the first half of this year.

Location based marketing sends ads to elevator riders

Geolocation technology is opening new opportunities for mobile advertising in previously unused places.

A new form of location based marketing is now being made possible through a strategic partnership between Captive Networks and xAd, allowing targeted ads to be displayed in the form of video in previously unused (or limited use) places, such as elevators and lobbies.

In-office advertising using geolocation technology will soon be enhancing displays for improved reach.

The two companies in this partnership are hoping to reinforce their brand messaging through the use of integrated location based marketing techniques and mobile ad delivery. They say that this strategy can be verified based on the actual position of the ad viewers based on the longitude and latitude of approximately 12,000 different Captivate screens that have already been installed into around 1,800 different office buildings throughout Canada and the United States.

Integrated location based marketing messages are also delivered by way of mobile devices such as smartphones.

Location based marketing - elevator adsThese messages give their viewers a way to actually respond or interact with them, say the partners in this program. By bringing mobile marketing into this strategy, it means that advertisers become capable of benefiting from performance metrics. To achieve this, SmartFencing, a geolocation based technology, is used by xAd, so that specific messages can be targeted in a campaign with several different multi-channel components.

According to the xAd vice president of platform sales, Dan Hight, “We are pleased to partner with Captivate, a leader in the digital place-based advertising space.” He added that the location targeting solutions from xAd make it possible for advertisers to enhance their reach when it comes to sending ads outside of a consumer’s home through the use of campaigns aimed at specific places. This way, Captivate then gives marketers the ability to access their target audience more effectively by sending their messages over multiple channels.

This location based marketing method was soft launched in August and Captivate has now stated that its extended features have already been activated for certain select clients. Geolocation and geo-fencing are beginning to play an increasing role in mobile advertising as a whole.