Tag: location-based marketing

Location based marketing sends ads to elevator riders

| September 29, 2014

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.

Geolocation data tracking limited by privacy watchdog in France

| September 2, 2014

Retailers now have new regulations to which they must adhere with location based marketing.

When it comes to mobile marketing, geolocation has provided advertisers with an unparalleled opportunity to understand their customers and communicate with them at the perfect moment in the shopping experience.

Location based marketing does involve the collection of a customer’s position, of which a privacy watchdog is highly aware.

In France, a privacy watchdog has looked into the use of geolocation technology as a marketing method and has now implemented limitations for retailers and tracking companies with regards to what they are permitted to do. The goal of these restrictions is to help to protect the privacy of smartphone carrying customers. While the Commission National de l’Informatique et des Libertés (CNIL) says that it is trying to keep private data safe, at the same time, many French retailers now feel as though they have had all of their opportunity for this technology cut off.

The geolocation rules that have been drafted by the CNIL provide strict guidelines regarding what can be tracked.

geolocation targeting - mobile shoppingSome retailers feel that their ability to use location based marketing through geolocation has been nullified by the CNIL rules. The idea behind this type of mobile marketing is to track the movement of consumers throughout a brick and mortar location, or to know when a customer has approached a store so that advertising and promotions can be sent to them at the moment that they are most receptive to information about deals, opportunities, products, or brands.

This type of tracking can also provide a mobile advertising firm or a retailer with the route that customers take while they are within a store as well as the length of time that they spend viewing a specific ad. With this information, advertisers can change their strategies to better appeal to consumers because the information and offers that they provide will be more interesting and relevant to the people who are actually shopping.

However, the privacy watchdog feels that the type of data collection through geolocation places the customer’s privacy and mobile security at risk. It has demanded that if these techniques are used by a retailer, that company must first report this to a special committee and also inform their customers of the techniques being used and the purposes for which the data is being collected. Moreover, as soon as the customer has left the store, any individual data must be deleted. No camera images can be collected and stored and none can be passed to a third party.