Location

  • Measurement Still Needs Improvement; Female CMOs More Prevalent in the US than the UK

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Measurement still needs improvement; Female CMOs more prevalent in the US than the UK; and Location data to modernise metrics.

    Measurement still needs improvements

    Only just over a third (36%) of digital marketers are confident their campaigns are targeting the right audiences, according to research by Greenlight.

    Whilst nearly a quarter of digital marketers [...]

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  • Personalisation, But Not Precision

    With the death of cookie-based marketing on the horizon, personalised marketing (or identity-based marketing) is on the rise with the so-called ‘universal ID’. Writing exclusively for ExchangeWire, Ray Kingman, CEO, Semcasting, talks about the challenges the universal ID still faces, the advantages of IP and device-ID matching, and how marketers can boost performance by reaching unique audiences with personalised messaging.

    Around the time we started to think of our phones as essential extensions of our identities, consumers began to [...]

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  • Deep-Learning Algorithm Crucial in Retargeting APAC

    As consumers visit different shops and compare offers across various platforms before making their purchase decisions, marketers will need to turn to solutions that can help them analyse patterns and identify correlations.

    The answer here lies in ‘deep-learning algorithms’, which will be increasingly critical in enabling merchants push relevant messaging to their targeted audience in the region, says Jakub Ratajczak, RTB House’s Asia-Pacific regional director. Pointing to the retargeting vendor’s internal research, he notes that deep-learning algorithms could push up [...]

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  • Ambient Intelligence: The Need for Smarter Marketing in a World of Connectivity

    The Internet of Things (IoT) is rapidly interweaving itself into our lives, with almost 13 billion IoT consumer units predicted to be in use by 2020, and the average UK home already containing more than eight connected devices. Writing exclusively for ExchangeWire, Ken Parnham (pictured below), general manager Europe, Near, explains why, with this proliferation of devices and user touchpoints, ambient intelligence could be the solution to mapping every consumer interaction and boosting campaign performance.

    Perpetual connectivity is becoming the [...]

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  • 3 Tips for Guaranteeing Location Data Accuracy

    Data accuracy isn’t a new concept, but as more advertisers are relying on the accuracy of location data specifically, combating lost revenue from inaccurate data is becoming even more important with increased smartphone usage by consumers. Writing exclusively for ExchangeWire, Jamie Crespi, VP marketing, Americas, Blis, explains what brands should know to set the standard in the industry, and demand quality, accurate location data.

    Ninety percent of smartphone users in the US use location services on their devices, providing [...]

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  • IP Targeting for B2B Campaigns is the Only Way To Go: Q&A with Ray Kingman, Semcasting

    Cookie-based targeting has always been synonymous with online advertising; but IP targeting is quickly gaining a foothold as the industry continues to innovate and change. Ray Kingman (pictured below), CEO, Semcasting, explains the advantages marketers have for cross-device campaigns with increased match rates using IP targeting.

    ExchangeWire: What is Mobile Footprints and how does it help marketers understand the customer journey more clearly? Who are some of your clients already using this technology?

    Ray Kingman: Mobile Footprints provides a [...]

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  • Will Geolocation Really Fuel the Future?

    Personalisation is on the tip of every marketer’s tongue – cited by almost half (42%) as a top priority – and they’re increasingly looking to geolocation data for the insight needed to achieve it, writes Paul Maraviglia, general manager, Europe, MaxPoint, exclusively for ExchangeWire.

    This isn’t surprising: the ability to pinpoint and trace an individual’s location can provide a valuable window into consumer activities, preferences and, crucially, their shopping habits.

    But, while the utility of geolocation data as a basis [...]

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  • Brands Must Mind Search Nuances in APAC

    Most established businesses are well aware that Asia is not a homogeneous region and comprises markets that each require a different approach and strategy to ensure success. The same applies for search campaigns, says Hannes Ben, Forward3D’s chief international officer, who urges the need for brands to recognise the key differences in markets such as China, Japan, and Korea. Ben helped set up the digital marketing agency’s Asia-Pacific division and multilingual search business, Locaria.

    In this industry byliner, he identifies [...]

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  • Better Mobile Metrics Can Help APAC Brands Get Over Numbers Obsession

    There is urgent need to define viewability and create standardised metrics for mobile ads in Asia-Pacific, where marketers remain hooked on the numbers game, focusing their attention on clicks rather than other more effective metrics.

    This obsession over clicks has resulted in brands neglecting the importance of verification, says Rohit Dadwal, Asia-Pacific managing director at Mobile Marketing Association (MMA), who underscores the importance of delivering better accountability as well as transparency.

    In this Q&A with ExchangeWire, [...]

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  • Location Targeting Drives the Highest Results: Q&A with Jon Lowen, SITO Mobile

    Location data is everywhere, and being able to harness that data is one of the best ways to target customers. As Jon Lowen (pictured below), COO, SITO Mobile explains, using this data to create and measure marketing strategies, gives advertisers the ability to drive measurable in-store visitations in real time.

    How does closed loop 1:1 in-store attribution work with location-based advertising?

    Device-level 1:1 attribution works with location-based advertising to ensure we are optimally leveraging location data to target the most relevant audiences. [...]

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