Smartphones and tablets provide us opportunities for reaching our potential targets which no other media can even begin to imagine. New advertising platforms such as Sonata offer local business owners the opportunity to take advantage of the GPS capabilities of Smartphones and tablets to reach the users in the most relevant manner possible.
Geographical contextualizing We asked agencies and advertisers about that and about other subjects related to geolocation. Asking for information through the criteria of segmentation, agencies and advertisers show a preference for GPS geolocation, demographic characteristics and socio-economic level. It strongly appears that the “Geographic Cookie", that is, that segmentation criteria which determines where the user has been (physically) in order to send him/her relevant advertising.
75% of those surveyed state having made some advertising campaign using geolocation within the last 12 months. The majority accepts having used this type of segment because of the proximity of the user and the location of the advertiser and local promotions associated with coupons and discounts.
Without question, we have a differentiating segmentation criteria in the mobile sphere, which is geolocation, but we can also take advantage of other “contextual” factors to reach our potential clients in a much more relevant way. The weather, traffic, geographic cookie… more information, which is the most widely appreciated value in modern advertising.
