4 Effective Ways Of Using Location Data To Show Digital Ads To Store Visitors

Marketers are slowly realizing that the key to carrying out fruitful conversations with their favorite audience is by having a contextually relevant conversation with them. To achieve such relevance marketers invest in learning more about customers such as their demographics, location data, shopping behavior. In this article, let’s uncover how location data adds relevance.

Store visitors are very active on their mobile devices even when they’re inside the store. Such shoppers, in addition to looking for products at the store, are either browsing websites, chatting, playing music (hello earphones!) or playing games. Shop owners and brands will testify to this and also admit that it is a challenge to communicate with such potential shoppers let alone have relevant marketing done.

Brands who wish to make the most of every available opportunity are constantly looking for ways to connect with and engage customers and store visitors. For example, when customers visit your store and spend time on their phones, that’s your shot at meeting them half-way! How about taking all your in-store offers and discounts right in front of your store visitors, digitally?

Woman on her phone while shopping

 

Reach Them Half Way Digitally Based On Their Physical Location

Customers’ physical location indicate their real-world preferences. And knowing your customers’ preference in the physical (analog) world in addition to understanding their behavior online reveals a trove of information to you as a marketer or shop owner.

Location data tells a customer’s daily travel routines (like commutes), recurring shopping habits (such as grocery shopping or petrol pump visits), restaurant preferences, even purchasing behavior online and at stores. In the case of the store owner or marketer, they can use this to personalize their ads with products and services that shoppers might care about and also allocate their budget accordingly.

Location-based advertising (LBA) is used to attract new customers and re-connect with existing ones in the form of ads, text messages and push notifications to the shoppers’ mobile devices. According to eMarketer, marketers will spend $26.5 billion in mobile location-targeted advertising this year. To stay ahead of the curve, brands must be aware of the various methods of implementing LBA.

Proximity Marketing

The closer a customer is to your store, the higher is the potential to engage. Proximity marketing uses beacons to trigger alerts or ads and other such content to the smartphones of store visitors. The communication can be delivered within a few feet of a specific location.

An example would be to push notifications about a sale or seasonal offers to shoppers who have your brand’s mobile app installed. With BPRISE, you can also mark a location you wish to target and show display ads (both banner and video ads) on websites and apps that your shoppers are likely to visit. Greet potential customers nearby with catchy ads on their mobile screens and engage them.

Who can benefit: Retailers, Hypermarkets

Geoconquesting

In-market buyers or people who’re actively looking for products you sell or similar to yours at the store next door means “potential”. Geoconquesting uses push notifications and ads on mobile apps to attract app users when they are at specific “competitor” locations.

For example, Burger King runs a campaign offering “one cent whopper” to McDonald’s visitors who have the Burger King app open. With BPRISE, you can target similar store visitors with in-app ads as well as programmatic ads (aka display ads!). It can be used to attract potential customers nearby who’re most likely to buy a burger! (sic)

Who can benefit: QSRs, Restaurants

Geofencing

If they’ve installed your brand’s app, they’re already interested. Geofencing uses mobile apps to share location-based content and ads to its users in real-time when they’re at a predefined location.

For instance, when users who have permitted an app to use their location enter a geofenced area, they may receive a contextually relevant ad or push notification when using the app. With BPRISE, you can target malls, shops, entry and exit areas, specific store sections to grab the shoppers’ attention in app as well as on websites, Facebook and Instagram with contextually relevant banner and video ads.

Who can benefit: Shop-in-shop brands

Geotargeting

If they’ve once visited your store or website, they’re likely to do so again. Geotargeting serves ads and notifications (on your own app) to an audience who previously bought from a brand. This is also a time sensitive form of LBA.

For example, a retailer will want to target visitors in the past 90 days about an upcoming mega sale. A builder or an auto dealer will want to target people who visited their site or showroom a week or two weeks or three weeks ago respectively. Because it clearly indicates that such visitors are in the final stages of the buying cycle. A travel agent will want to look back at the last season’s customers and so on.

With BPRISE you can have display ads in the form of banners and videos placed on the websites and apps that your customers are likely to frequent. Serve ads down to specific geographies, pin codes and even down to the store-level. Diwali is just around the corner, what can you think of offering your customers??

Who can benefit: Brands, Real-estate, Auto-dealers, Tourism/Travel Agents, Airlines

Privacy & The Use Of Location Data In Advertising

At BPRISE, we ensure that the location data used whether collected via GPS or another signal is opted-in, which means that the user is opting in to share their location for advertising purposes. The data is aggregated and anonymized so that it cannot be used for individual tracking. We adhere to codes of conduct which maintain and protect consumer privacy.

Our duty as the marketing platform provider is to help marketers and brand owners embrace privacy standards which create a trusting environment for customers. When customers share their rich location data willingly you can drive contextually relevant and meaningful campaigns digitally to meet them half way at their real-world touchpoints.

 

 

Google Ads vs Display Ads Using BPRISE’s Programmatic Platform

We worked with an ad agency to launch display ads for an airline brand using the BPRISE Manager Platform. Here’s what we observed after the campaign took off:

Ad Agency Is No Stranger To Multiple Campaign Strategies

It’s a given that when you farm for results on new soil, you must work a little harder and in this day and age, research a little extra. Such was the strategic thinking of the agency to help their client, an airline brand. The objective was to help the airline penetrate “new soil” aka the Indian market.

They opted for Google Ads as well as display ads using the BPRISE Manager Platform. The goal of this approach was simple enough, to test what works and at what price.

What’s In A Name?

Google Ads: The agency observed that the airline’s ads were served on some of the most frequently used gaming apps. Though, the click-through rate was impressive, the traffic quality to the landing page was admittedly questionable.

Display Ads through BPRISE’s platform: Maximum number of clicks on the airline’s ads were from visitors of premium news and business sites. Quality traffic is indicative of valuable potential for your clients.

Individual browsing news online

Ad Agency’s Conclusion

All strategies said and done, it finally boils down to the client’s satisfaction. And “quality results” usually means conversion/sales for your clients.

In this scenario, the performance of ads run via both platforms – BPRISE and Google – averages out and the only deciding factor of which platform outperformed the other falls on the quality of the targeted audience.

Since the agency ran ads on hand-picked, premium, high traffic websites through BPRISE, their client, the airline was advertised to quality leads. For more details about the platform, please write to us at [email protected]

New advertising tools will surface as technology progresses. Your ultimate goal must be to test the waters when it comes to results for your clients. Explore such tools just as you test multiple campaign strategies.

We understand that “results” for your clients will sometimes mean clicks on ads, increasing their web traffic or leads to websites. Hopefully this article given you an idea that newer marketing tools may work for you and more so for your clients.

Try the BPRISE Manager Platform which is completely free of cost. With no platform fees whatsoever, test the waters with us especially if your client’s goal is listed above.

With our platform demonstration you can learn how easy it is to make display campaigns work for your clients. We have observed that display ads work for businesses in the B2C space.

 

How BPRISE Helped A Mumbai-based Cafe Get Walk-ins During Slack Hours

Did you know that it is generally harder to sell to existing customers as opposed to new ones? You’ll probably agree if you’re a retailer. We’ll talk about how retailers can really win customers with digital advertising in our next articles. For now let’s take a walk-through of a successful brand awareness campaign that we carried out for a café during its open hours.

Who was the client?

Our client is a café based in Mumbai.

What was the problem?

The café witnessed a dry patch post lunch hours, every day.

How did we solve it?

Display Advertising using the BPRISE Manager Platform (DSP): Targeted display ads across a number of websites with the location set to Mumbai on the BPRISE Manager Platform, helped us introduce the café to a number of potential customers across 500+ websites.

We optimized display advertising by filtering out websites on the platform, that didn’t do well. It’s possible to adjust the websites where the ads will show on the BPRISE Manager Platform.

Sponsored Facebook ads using the BPRISE Manager Platform: Targeted ads on Facebook to reach people within a 3 KM radius around the café via the BPRISE Manager Platform.

Ad creatives by our partner agency Influestr announced the cafe’s discount.

What was the result?

The café got up to 5 walk-ins every day post lunch hours since the launch of the campaign. For the brand awareness campaign, the BPRISE Manager Platform captured a CTR of 0.4% initially. The average CTR of the campaign was approx. 0.2%.

The nature of the campaign is such that ad viewers would click on the ads (announcing discounts) initially and then choose to act on it i.e. drop in at the café.

What is the BPRISE Manager Platform?

The BPRISE Manager Platform helps brands and agencies launch display ads, social media ads, email and SMS campaigns and push notifications on mobile apps from a single dashboard.

Marketers that use DSPs, email and SMS vendors and more can now switch to just one platform that does it all – programmatic media buying, email and SMS marketing, launching push notifications on mobile apps and more.

The BPRISE Manager Platform is a marketing automation tool with the capabilities of a Demand Side Platform (DSP) that helps marketers (or platform users) to buy media programmatically.

The platform also assists marketers to launch ads on Facebook and Instagram. Marketers can use the platform to create brand awareness, reach masses and win leads.

How can BPRISE help your business?

Whether you’re a restaurant or a retail store, we can help you launch brand awareness campaigns. Got an exciting offer that you wanna share with people within a 5 KM radius of your outlet? We can help! Opening a brand new store? Wanna advertise to the local residents using display ads? Our platform can equip you with all that and more! Write to us with inquiries related to media buying, campaign optimization, SMS-email campaigns and any other query you may have in digital advertising!