The Geolocation Barometer at ad:tech New York 2015

As always, the time we spend at ad:tech New York proves invaluable in terms of hearing about the latest challenges advertisers face in an ever-changing business landscape that is becoming increasingly driven by devices, data and (consumer) demand. Our team looks forward to exchanging ideas about how geolocation can help solve many of the very problems advertisers are facing. How to do I consistently target messages to mobile users? How do I know if the data you’re providing is accurate? Where and when can I use geolocation technology to get the most impact?

These are universal concerns we hear from all advertisers, regardless of genre, vertical, technology platform or digital delivery channel―and ones we’ve been hearing over and over, from one side of the world to the other.

With that being said, we wanted to “reshare” three recurring geolocation discussion points from ad:tech New York 2015:

Data Accuracy and Depth Are Top Priorities

Digital Element strives to continually improve its accuracy levels. Recent third-party tests conducted by Keynote Systems, the global leader in on-demand test and measurement solutions for continuously improving the online experience, demonstrated a 100-percent accuracy rate for NetAcuity at the country level, as well as an exact match at the state level for those IP addresses located in the United States. Additionally, the Keynote technology assessment graded results down to a city level, and NetAcuity delivered 97 percent accuracy. Our Edge product offers the only validated, user-provided geographic data down to a postal code level worldwide. Keyword here is validated.

Obviously, poor accuracy can result in off-target ads and content. We “put our money where our mouth is” and provide you with independent documentation and accreditation of data accuracy. Importantly, our audits assess the data itself, not just the methods used to collect the data. Not to mention, our audits have been conducted by a reputable vendor.

Additionally, after conducting their own extensive evaluation of our data, new customers often cite our accuracy and granularity as the key reasons for selecting our geolocation technology.

Even Though Mobile is Still Evolving, Methods Exist to Reliably Target Connected Consumers

After the data accuracy discussion, nine times out of 10, the next question we get is: What kind of targeting data do you have for mobile users? During the course of the last year, we’ve launched two products aimed at targeting non-fixed, IP-based mobile device traffic. Because Wi-Fi users represent 80 percent of the mobile population, to reach them with location-specific ads, promotions and content, we offer NetAcuity Pulse. This solution leverages new insights derived from Wi-Fi connected mobile traffic and infrastructure. This more precise targeting is based on where a user is located and connected at a specific point in time, regardless of device. Information can include whether the user is in fact coming through a Wi-Fi connection point, the user’s point-in-time geographic location, and whether someone is on a home or a business hotspot. Most recently, we launched GeoMprint, our reverse geocoding web service offering that takes GPS-obtained latitude/longitude coordinates and converts that data into more useful geographic information such as ZIP/postcodes, cities, regions, etc. for businesses.

Really, what we’ve come to understand from talking with attendees is that many advertisers are looking for consistency in geographic responses when targeting users across devices―from one solution provider that allows them to deliver multi-pronged location strategies that enable brands to reach more connected consumers in relevant ways.

One-Stop Geolocation Solution Providers Will Turn into Invaluable Strategists

The profusion of mobile devices has created an entirely new geotargeting landscape, ripe with a multitude of new opportunities. Successfully applying today’s emerging methods of geolocation requires careful thought and planning―time advertisers simply don’t have. While they appreciate the role location plays in the success of their advertising initiatives, the majority don’t understand how to ensure their geotargeting technologies work together to reach their audiences when it matters most.

Advertisers will be looking for a one-stop shop for geolocation technologies. There are so many different options that they can’t possibly keep up with when to use which geolocation technology at what time in the buying process. They will expect to have a provider that can bring all technologies to the table and be more consultative as to which technology to use at given points and how to best apply them within campaigns, whether it involves programmatic, social networks, video advertising, gaming or streaming music, etc.

If you’re an advertiser and missed us at ad:tech New York this year, then we’d still love to connect to discuss ideas and strategies that will make geolocation work for you in 2016.