A Marketer’s Guide to Location Technology

LOCATE YOUR PERFECT

CUSTOMER

Location provides context. Context is everything.The opportunity to use location on mobile devices is vast and still largely untapped.

Location is so much more than coordinates – for organizations using mobile technology to reach consumers, it provides context needed to customize their experience.

In today’s digital ecosystem, location goes beyond place to include many factors such as the weather, traffic, demographic profiles of the consumer and others around them; as well as intent – is a consumer in a location for work, travel, or leisure; will they browse or buy?

When organizations redefine the parameters of location and take advantage of cutting edge technologies, they can deliver content to mobile-first consumers in fundamentally new ways, providing an experience as dynamic and responsive as the many facets of location itself.

This eBook provides a glimpse into how location technology can be used to reach consumers – the current and future enabling technologies, the challenges and opportunities it provides, and most of all, the potential it unlocks for businesses and beyond.

“The value of location is greater than place.”

Ryan Golden, CEO, Co-Founder, Moasis

Table of contents

What is location technology?

Mobile’s untapped potential

Connect in a ‘mobile moment’

The value of a location technology

How to execute the right strategy

About Moasis

5

7

9

12

14

16

WHAT IS LOCATION

TECHNOLOGY?

Location technology is a broad category that has evolved with the explosion of connected devices. While it is continuing to provide new ways for brands to interact with consumers, current location technology is generally comprised of systems that either deliver content, collect or analyze location data, or predict consumer behavior.

Systems that deliver content based on location.The most common way to deliver location-based content to mobile devices is the geo-fence. This technology sets a fixed radius or customized perimeter around a location. Organizations can trigger communications when specific devices are within the geo-fence.

Systems that collect location data from connected devices.Advances in GPS-enabled chips allow organizations to determine the location of a connected device within 50 to 100 square meters. Beacons are also being used in well-defined settings, such as retail stores, to provide more precise location data for local Wi-Fi-connected devices. GPS and beacon technologies both enable location-based applications that use geo-fence technology.

Systems that analyze location data.Technologies that provide insight into consumer behavior are being combined with information from connected devices and analyzed for even richer insight. For example, brands might combine their insights into a consumer’s offline purchasing behavior with their demographic and location data. Data is anonymous and aggregated, and enables brands to understand behavior at a macro level, or for the segments that matter.

Systems that predict location behavior.The emergence of ‘big data’ techniques has created a watershed opportunity to develop location-related predictions. Predictive systems aggregate location data. These systems then update the data in real-time, or virtual real-time, responding, for example, to a sudden surge or dip in traffic volume, and redirecting resources to locations with highest or increasing opportunity.

6

MOBILE’S UNTAPPEDPOTENTIAL

The world now has more mobile devices than it does people

– and devices are growing 5x as fast.1

With people spending nearly three hours daily on their mobile devices and searching for things ‘near me’ twice as much as they had last year,2 there is ample opportunity to capture consumers on their smartphones and other mobile devices.

Brands, agencies and small businesses are quickly realizing they need to be mobile optimized and are increasingly looking to technology to deliver that ideal ‘mobile moment’ that best engages the consumer. In fact, ‘location enabled’ advertising spend is projected to increase from 38 percent to 52 percent by 2018.3

1Interntional Business Times, October 7, 2014.2Google Trends, Data pulled March 30, 2015.3BIA Kelsey, April 10, 2014.

3 HOURSare spent daily on mobile devices

Yet, despite its great potential, location technology has yet to deliver on its full promise.That’s because it is largely treated as a feature, not a holistic solution. In fact, today’s offerings are simply creating ‘silos’ of location technologies, such as specialized products that target audiences, deliver content based upon location, or measure location-based results and attribution. The industry is missing a unified platform that provides those capabilities and that can predict consumer behavior and optimize how communications are delivered in virtual real-time. A new approach is needed to effectively deliver the right message to the right customer at the right time and place.

8

60%

50%

40%

30%

2014 2018

52%

38%

Adve

rtis

ing

spen

d

CONNECT IN A ‘MOBILE MOMENT’

10

How can emerging technology redefine the ‘mobile moment’?

Fortunately, emerging location technology unlocks the true potential of location, providing organizations with more precise targeting and greater control to drive maximum consumer engagement.

When combined in a single platform, the following capabilities can revolutionize how we deliver all sorts of content with all types of mobile devices.

A glimpse into the future

PREDICT AND ANTICIPATE CONSUMER’S DYNAMIC LOCATION-RELATED BEHAVIORS. These systems determine in real-time when and where and to whom communications are delivered to maximize relevance, and direct communications to the most appropriate targets.3

REACH CONSUMERS IN REAL-TIME WITH PRECISION AND SCALE. Effective systems with programmatic technology can evaluate numerous data points and respond in milliseconds with the decision of whether and how to communicate to a given consumer. Mobile device location data is vast; programmatic technology effectively balances precision, scale, and speed.

2

11

STANDARDIZE HOW DATA IS ASSOCIATED WITH A LOCATION. Too often data is ‘thrown out’ because many interactions are not captured and reported in relation to location in a unified manner.1

4 MEASURE THE EFFECTIVENESS OF A COMMUNICATION. For marketers, there is a strong movement to look beyond clicks to other conversion events, including whether a communication influenced store visitation.

5 ALIGN FOR REAL-TIME RESPONSES. Systems that capture, organize, and analyze data in relation to location must be aligned with systems that make decisions on what communications get delivered in real-time. This ‘round trip’ system or process needs to be completely aligned, and communicate end-to-end in, or very close, to real-time.

The Five Essential Elements

THE VALUE OF LOCATION

TECHNOLOGY

MORE RELEVANT COMMUNICATIONS that drive enhanced brand perception and deeper consumer engagement.

IMPROVED BUSINESS INTELLIGENCE AND INSIGHTS and more effective communications as location technology understanding and use increases.

GREATER INFLUENCE on the consumer’s path to purchase, and increased ROI.

MORE PRECISE TARGETING while still delivering communications at scale, creating more refined local relevance for global brands.

MORE INTEGRATED AND IMMERSIVE EXPERIENCES across connected screens.

SIMPLIFICATIONof redundant or piecemeal toolsets for location technology.

Emerging location technologies allow organizations to deliver content with the greatest contextual relevance across all screens and devices. The next generation of location technologies will provide a wide range of benefits to agencies, brands, local businesses, publishers, and developers that are seeking to improve engagement and monetization. Those benefits will include:

13

What are the benefits of next-generation location technologies?

HOW TO EXECUTE THE RIGHT STRATEGY

ELIMINATE POINT SOLUTIONS. They are your enemy in an environment where speed and accuracy are critical. Fully assess the end-to-end needs of your system, and either align the various point solutions or replace them with a unified location technology.

15

MEASURE WHAT MATTERS. Measure communications-driven metrics through the entire consumer journey.

APPLY LOCATION TECHNOLOGY BROADLY. Location information can direct communication across a range of advertising forms, such as display advertising or push notifications, to deliver relevant content.

BE DYNAMIC. Combine precise engagement with the flexibility to tailor communications at scale. Imbue communications with locally relevant details such as distance to locations, directions, or locally relevant imagery and offers.

DETECT UNSEEN PATTERNS. Get more granular with your location data. Consider factors like: diversity in each zip code, location changes over the course of a day, and audience differences in relation to location across their purchase, media consumption, social, and engagement behavior.

INTEGRATE YOUR DATA. Inform location based on the full footprint of your consumer data, inclusive of every engagement they have with your organization.

To realize a location’s potential, use the most up-to-date technologies and follow these tips:

About Moasis®

Father and son Steve and Ryan Golden formed Moasis in 2009 after a combined three+ decades working with marketers and content providers in multiple industries. Learning from large enterprises, small businesses, and brand agencies, they developed Moasis’ patented Geo-Grid technology to deliver hyper-targeted advertising opportunities for businesses that want to reach next generation mobile users.

Today, Moasis is creating a world where location intelligence delivers content and services in fundamentally new ways. Moasis unifies location data management, predictive intelligence, and real-time communications delivery technologies into a single closed loop platform so clients can optimize content, product, and service experiences with real-time location intelligence.

Moasis provides mobile display advertising solutions for large brands and agencies, and small businesses. As location becomes the most significant context for communicating with consumers and their connected devices, future applications for Moasis location technology are limitless.

16