AdvertisingAge made an announcement that event giant Live Nation will now geofence their events. Live Nation claims they sponsor an event somewhere on the planet every 20 minutes. They will tag mobile IDs of concert goers and gather information such as the age, sex, how much did the person pay for their ticket, what food or drink did they order and other information.
Live Nation’s technology will track the tagged ID’s social media behavior. When a tagged user places a picture on Instagram during the event, Live Nation may store that information and could repost the image on Facebook as a sponsored ad. Then track the ID’s comments on other social media outlets and possibly repost.
All the information will be loaded into their database and Live Nation will be used to build look-alike models for future events. This will hyper-target their mobile and traditional advertising.
This model reaffirms that not only is geofencing a tool for marketing but the backend data is very valuable. Real-time creative, landing pages, optimization changes can give companies like Live Nation valuable marketing feed back. What T-Shirts were a best-seller, which drink was voted most popular, how many pictures were posted on Instagram and other behaviors. All this data can pinpoint marketing trends in real-time. When you have an event every 20 minutes that’s a lot of valuable data.
Consumer good companies have a great chance to reach their demographic at the magical moment when they are about to buy your product. By mobile geofencing outlets that carry your product you are reaching your demographic when they are ready to purchase. Copley Advertising will tag smartphones in store and place ads for your product in mobile apps. If the demographic clicks on your ad we can retarget them and continue delivering the ad after they leave the geofence. Your ad will only run during store hours and after we gather enough data Copley Advertising will pinpoint times of day that have the highest click rate. Then we will delete the locations that are underperforming and you will have a lean hyper-targeted advertising campaign reaching your demographic in front of your product at the exact moment they are ready to purchase.
Tracking click rate for mobile OS is a key part of optimizing a mobile campaign.
There are many factors to consider when trying to optimize a mobile campaign. Drilling down to OS will show the break out between iOS and Android. Copley Advertising has seen a three to one gap in click rate. If this is the case then testing a cloned campaign and white listing the OS with the highest click rate may see a significant rise in CTR.
When we ran a test campaign which cloned the original campaign and then whitelisted the OS with the highest CTR. Copley Advertising found a 25% lift in the click rate across the board. By whitelisting the OS system, we increased net click rate by 20% for the entire campaign.
There is a movement to gear campaigns to iOS only. We have seen 3 to 1 click rates in favor of iOS and some in favor of Android. With Android impressions being cheaper finding Android skewed data may be a bonus.
If the advantage is 25% or less then looking at placement is a better way to go as you can choose which iOS and Android apps are working and which are not.
Copley Advertising uses a mobileDSP platforms to reach your mobile marketing goals. We use programmatic buying but we believe that algorithms are good but knowing each campaign on a granular level is important.
Interested in mobile geofencing? Email us at firstname.lastname@example.org.