If you’re a marketer, what I’m about to share with you is a world view on the advertising ecosystem.
We are all consumers, and from the consumer perspective this is a super scary concept. But it’s not unprecedented
Tony Price, BrillMedia.co’s Chief Operating Officer, and I were in a client meeting. The topic turns to how we can expand on the successes we have in months long campaign. One of the targeting tactics that drives strong return on ad spend performance is hyperlocal advertising.
Reinforcing his point that we should expand the number of locations we target for location remarketing Tony stops the conversation with this statement. He underscored his point with an idea that says a lot about the nature of data, the advertising ecosystem, and business needs in 2020.
People are the new pixel.
Where people go on the web is as important as where they go in the real world.
Look, if you work in advertising, particularly in digital, in media, in programmatic, or at an agency planning advertising, you already know this in concept. But I love the way it flows. This concept is an advantage for data driven advertisers. It’s important for most advertisers to know how to use location data to drive advertising results for clients in 2020. I have seen first hand how our clients benefit from the use of location data to reach customers because they’ve been to a particular set of bars, arenas, Wal-Marts, or zip codes. We see how their location behaviors are directly connected to the products they buy, and the foot traffic we track back to our advertising campaign.
Next time you want to illuminate a conversation about hyperlocal advertising, behavioral targeting, or the state of data, remember this. Where you go, how often you go there, and the routines you have are being tracked. Valuable ROI driven campaigns, with demonstrable return on ad spend are built off a vast data and advertising ecosystem. That data is provided by each one of us to data companies through our mobile devices, the apps on our phone, data companies who buy that data, and demand side platforms that make that data available for marketers. This is the unfair advantage that businesses have across the world who understand how to wield this power to drive sales.
