Analysis completed by Location Sciences found that up to $65K of every $100K spent on location advertising fell outside of the targeted area or is based on signals of insufficient quality to deliver targeting requirements. According to the report, 29% percent of location-based media spending went to delivering ad impressions outside of the geotargeted area, while 36% was wasted because of a lack of quality location signals.
Reaching consumers with location-based ads is considered one of the most powerful promotional strategies, underpinning the increased spending on mobile, out-of-home (OOH) and experiential marketing. The ability to connect with on-the-go customers when they're ready to shop, or to direct them to nearby stores, restaurants and entertainment venues is a key advantage for mobile platforms. However, those capabilities are undermined when location-based ads are misdirected because of poor-quality data or signals. Read more here in this short article in Mobile Marketer: https://www.mobilemarketer.com/news/study-most-location-based-ad-spending-is-wasted-on-bad-targeting/561908/
Geolocation services are not new to smartphones, and place-based features have only improved over the years however in the battle for attention on your phone, Breaking News, a startup owned by NBC News, wants to win by finding smart ways to show you less. Today they debuted a new feature to their iOS app that pushes proximity-based news alerts when a big story breaks near a user’s physical location. Geo-targeted to mobile devices, the alerts highlight major stories that are relevant to people nearby, including significant earthquakes, tornadoes, wildfires, public safety alerts, evacuations and more.
Proximity alerts will also accompany users as they travel internationally. NBC says Breaking News is the first mobile app to offer the innovative service.
“In a world where news alerts are out of control, our mission is to deliver the breaking stories that are uniquely important to you,” said Cory Bergman, general manager of Breaking News. “Few things are as important as learning about a big breaking story that just happened near your location. Proximity alerts are lightning fast, and the service sets Breaking News apart as the go-to app to discover breaking stories that matter to you, wherever you are.” The app also includes the addition of a “Watchlist,” where users can easily track breaking news in their favorite interests in real time, as well as a new design, infinite scroll, simple navigation, faster search, and an improved iPad view.
The Breaking News app update is available today on the iPhone, iPad and iPod Touch, and it will be available for Android devices soon. To download the Breaking News app for iOS, visit BreakingNews.com/apps. Also read their release - Introducing proximity alerts and much more in the new Breaking News iOS app
CHCH TV and Cogeco Cable Canada ("Cogeco") are pleased to announce that CHCH made Canadian television history last week by being the first television broadcaster to offer its advertisers the ability to customize their message to their potential customers, according to their geolocation. Cogeco subscribers viewing CHCH will see the content of ads evolve to become more pertinent with regards to subscribers' market locations.
The new service is thanks to the leading edge INVIDI Advatar® addressable advertising platform that supports geo-specific content delivery. The development of this platform is the result of collaborative efforts among Invidi Technologies Corporation, cable distributor Cogeco, CHCH Television and software distributor Capital Networks Limited, who is managing the ad insertion operation for the Advatar® platform.
"Cogeco is proud to be the first Canadian cable distributor to support television advertising by geolocation," stated Jean-Pierre Caveen, Vice President, Affiliate, Partner and Carrier Relations at Cogeco Cable Canada. "This new and more efficient advertising opportunity brings the print direct marketing model to television," concluded Mr. Caveen.
Through the INVIDI Advatar® addressable advertising system, CHCH's advertising clients can deliver tailored messaging during a commercial break to households of a specific geographical area within Cogeco's footprint in the Golden Horseshoe area of Southern Ontario. "The first advertiser to take advantage of this leading edge technology is the New Democratic Party of Ontario," said Geoff Thrasher, General Sales Manager, Channel Zero Inc. "Their ads will only be seen in households within the Niagara Falls by-election riding boundaries, and with no spill outside of this area, the targeting ability of the Advatar® platform allows clients to include television in their media plan - affordably," concluded Geoff.
Advertisers can utilize this technology during CHCH's key 6 & 11 Evening Newscasts, as well as throughout the channel's popular primetime movies and programs including U.S. simulcasts 20/20, 48 Hours and 60 Minutes.
