What is geolocation advertising?
Let’s look at re-evaluating customer targeting with the evolution of geolocation and OOH advertising.
We don’t need to tell you about the digital landscape, because it’s just the norm now right.
But, companies are re-evaluating their strategies for targeting customers. The traditional reliance on third-party cookies is facing extinction due to privacy laws and an increasing emphasis on personal data protection.
‘Ladies and gentleman… her…’
If you understand this reference…
Enter geolocation and Out-Of-Home (OOH) advertising—a combination that promises to reach customers like never before while navigating the complexities of modern data privacy regulations.
The rise of geolocation targeting
Geolocation targeting leverages real-time data to deliver advertisements based on a user's physical location. This technique has gained traction due to its ability to provide relevant and timely messages to consumers, enhancing the effectiveness of marketing campaigns. However, the use of geolocation data must be approached with caution, especially in light of recent privacy laws like the GDPR in Europe and CCPA in California. These regulations mandate that companies handle consumer data with transparency and care, ensuring that privacy is respected and personal information is protected.
OOH advertising - a perfect fit for Geolocation
OOH advertising, which includes billboards, transit ads and digital screens, is a one-to-many medium that naturally compliments geolocation targeting. OOH ads are consumed by people on the go—commuting, shopping, or socialising—guaranteeing high footfall and visibility. Unlike residential areas where OOH exposure is limited, high-traffic locations such as London tube stations offer a prime opportunity to reach diverse demographics, from young professionals, to families to tourists.
Unique characteristics of OOH advertising
While geolocation targeting can be highly effective in digital media, its application in OOH requires a nuanced approach. OOH's broad reach means that even highly targeted campaigns will reach a wider audience than intended. Therefore, it's crucial to balance precision with the medium's inherent mass appeal.
Here are some unique characteristics of OOH advertising to consider:
📢 Format and environment: The physical format of OOH ads (e.g., billboards, digital screens) and their surrounding environment significantly influence their impact. Advertisers must tailor their messages to fit the context and visual landscape.
⌚️ Time of day and day of the week: Audience behaviour varies depending on the time and day. A commuter's mindset on a Monday morning differs vastly from a Friday evening. Effective OOH campaigns should align with these temporal nuances.
🤯 Audience mood and mindset: Understanding the emotional state and mindset of the audience is key. An ad for an alcoholic drink might be more appealing on a sunny Thursday evening, more so than on a rainy Monday morning. Geolocation data can provide insights into these patterns, enabling more effective targeting.
📸: www.transportmedia.co.uk
Did you know?
70% of commuters agreed that they made a purchase as a result of seeing advertising on their commutes.*
*Quote from Transport media.
Planning an effective OOH Geolocation campaign
An effective OOH geolocation campaign requires good planning and strategic execution.
So, of course we have some steps to ensure success 👇🏽
Define objectives: Clearly outline the goals of the campaign. Are you aiming to increase brand awareness, drive sales, or promote a specific event? Having clear objectives will guide your targeting strategy.
Choose the right locations: Select high-traffic areas that align with your target demographic. London tube stations, for example, attract a diverse audience and guarantee substantial visibility.
Leverage anonymised aata: Use anonymised geolocation data to ensure compliance with privacy laws while gaining valuable insights into audience behaviour and movement patterns.
Tailor messages to context: Craft advertisements that resonate with the specific environment and time. Dynamic content that changes based on the time of day or weather conditions can enhance relevance and engagement.
Monitor and optimise: Continuously monitor the performance of your campaign and make data-driven adjustments. This might involve changing ad creatives, shifting locations, or altering the timing of your ads.
The future of customer targeting with Geolocation and OOH
The increasing interest in privacy has been a catalyst for the adoption of geolocation targeting. By utilising anonymised data and advanced technology, you can target audiences effectively while adhering to data protection legislation. Done well, geolocation can make consumers feel understood and valued, anticipating their needs before they even realise them… yes, customers want to feel valued and part of something.
The convergence of geolocation and OOH advertising presents a powerful opportunity for you (brands) to reach customers in meaningful ways. By understanding the unique characteristics of OOH and leveraging geolocation data responsibly, companies can create compelling, contextually relevant campaigns that captivate audiences and drive results.
As we spend half our waking hours outside our homes, the potential of OOH advertising is immense. Brands that harness the power of geolocation targeting within OOH campaigns will not only navigate the complexities of modern marketing but also your customers with timely, relevant, and engaging messages.
