Localised programmatic ad strategies will be imperative in allowing advertisers to target ad content for a better performance, that’s according to a new report by Simpli.fi on The State of Localized Programmatic.
Consumers are now spending the majority of their media time with their smartphone devices (69%), checking their phones an average 85x per day. A whopping 60% of ads on mobile devices influence purchase decisions.
Location data has emerged as an important tool to target consumers at exactly the right moment.
According to Simpli.fi’s own data, location-based mobile targeting drove an increase of 391% in physical site visits.
Indeed, 83% of users deem location services vital to their own mobile experience, whilst 90% are also keeping their location services enabled on smartphone despite sharing privacy concerns.
Advertisers who are more likely to benefit from a localised programmatic strategy include multi-location brands, the report adds.
However, geo-fencing remains an area for further growth. In 2018, 54% more advertisers used geo-fencing as part of their targeting strategy compared to 2017. In addition, the platform noted a 47% growth in geo-fencing campaigns on the platform and a 43% rise in geo-fences set up on the platform.
For advertisers looking to drive loyalty marketing strategies, conquest competitor locations, or target customers who visited specific locations, geo-fencing could be a great opportunity to boost ROI.
The report further forecasts that 2019 will see a shift of budgets to OTT/CTV fuelled by better targeting, analytics and attribution features.