Advertising

Geofencing helps marketers, advertisers and enterprises gain insights and interact with consumers in today’s competitive retail market. There are lots of use cases for geofencing, but one of the most impactful is how it helps retailers boost online and offline user engagement and loyalty through marketing campaigns.

Do the words “precise” and “accurate” come to mind when thinking about the data that top location companies say they can provide to customers?  It’s hard for them not to, with every company in the space currently touting themselves as having the best of both. This was one of the main discussions at LSA's Place Conference in New York City this week.

Most of us are heavy users of our smart devices -- for tasks like accessing local information such as weather, social media, banking, reading the news and searching for local services. These interactions would be meaningless without users sharing personal information. Whether using biometrics to unlock your iPhone, or sharing your location information to play Pokemon Go; personal information is crucial in extracting all the benefits your smart device has to offer. The more benefits users see in sharing their personal data, the more willing they are to actually do so. We’ve pulled together the most useful benefits for consumers who choose to share their personal location data through their smart devices.

This blog first appeared on Oracle Data Cloud's blog

Much has been said about the value that location data brings to digital advertising—particularly as ad spend and screen time continue shifting to mobile.

Digital marketers are constantly looking for ways to interact and engage with consumers and are finding it harder and harder to do so.  A pivotal way retailers can gain traction is by adding personalization to their advertising strategy. Consumers are making it known that they want real-time personalized ads and less noise. In a survey conducted by Infosys, 86% of respondents who have experienced personalization in the ads they receive say that it has an influence on what they purchase.

Unless you live in an area with no internet access or mobile phone coverage (gasp!), you have no doubt heard the term “Geofencing”.  Geofences help marketers, advertisers and enterprises gain insights and take action to interact with, issue alerts, or collect data concerning the millions of mobile devices in today’s increasingly mobile society.  In fact, in the United States users are now spending up to 5 hours per day on their mobile devices, creating a valuable avenue for communication and data gathering.

But do you really understand Geofencing and are you positioned to maximize its potential? Read on to learn more.

Skyhook and Y&R recently hosted a VIP Cocktail event for brand and advertising leaders at Sky Room rooftop lounge in New York City. The night was spent sharing insights and ideas around how location data can influence ad creation not just targeted placements over a few drinks and beautiful views from the roofdeck. Ad industry guests in a wide range of attendance included iHeartMedia, AccuWeather, Havas, RadiumOne, WPP and many more.

There's a lot going on at Skyhook in the next fews weeks. After a successful launch of our Context 2.0 SDK release that allows apps to validate when users are in-store (without beacons), there are a whole new set of use cases for geofencing available for retail, wearable tech and mobile. Not only that, but we're gaining momentum in the advertising space with a few new partnerships and campaigns. 

Our On-Demand Personas for advertisers launched early last year, and they offer agencies and brands a robust targeting option to reach just the right audience.As advertisers segmentation needs extended beyond our pre-built Skyhook Personas, we decided to open up our demographic, venue visit and visit frequency inputs to create On Demand Personas. We now have over 3,000 On-Demand Personas to choose from, giving advertisers the ultimate flexibility in identifying the mobile audiences they need.