For brands, there’s no better place than location-based digital advertising.

Brands are searching for “location-based digital advertising” with greater speed in recent weeks, as measured by Bombora Company Surge®

Location, location, location. This week’s intent data trending topics are about — you guessed it — location-based marketing. It also happens to be the topic of intent with the largest gap in interest between brands and agencies, as measured by Bombora business surge®.

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Brands are looking for “digital location-based advertising” with greater speed in recent weeks.

Encompassing a wide variety of formats that are specifically located where particular groups congregate for various purposes, location-based digital advertising allows marketers to offer contextually relevant content based on the specific location. Whether they’re entering a store, browsing an aisle, or checking out, knowing the precise location of shoppers allows marketers to refine content in a way that creates a helpful experience for the customer.

Similarly, “location-based marketing” uses geo-targeting made possible by GPS technology and smartphones to allow advertisers to achieve extreme precision. This is useful for advertisers when crafting their campaigns to meet the needs, wants, and concerns of their consumers based on specific geographies.

This kind of precision targeting capability may seem like foreign territory to some advertisers, but more and more marketers are realizing the post-pandemic value of outdoor advertising.

If you consider how difficult it can be to accurately predict the wants and needs of someone visiting a website or watching TV versus the needs of consumers visiting a mall, gym, or airport, a location-based strategy that is opt-in and privacy compliant, seems accessible.

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