Role Of Hyper

Local

Targeting In

Mobile

Advertising

Platforms

There is one significant question taking the rounds!

In the year 2014, when

mobile phones

(including smartphones)

have become well-

integrated in the general

lifestyle.

What is the next most

promising thing in mobile

advertising?

After revisiting the popular trends of

targeting the audiences and the buyers, the

good old location-based marketing is

creating the right buzz.

The trend has grabbed attention as hyper-

local mobile advertising.

The following discussion traces how this still-at-experimental-stage

advertising is evolving and what does it promise.

Understanding the Term

Targeting a Local Area

Targeting through Right Ads

Understanding The Term

Hyperlocal may refer to anything which takes place in a well-

defined area or community and affects all members

(permanent or temporary) within the set boundaries.

Some popular examples include the local news content

broadcasted on the television or radio and hyper-local

websites covering various aspects within a set geographical

area.

Hyper-local targeting is dependent on two important things

The GPS information

The way to access the mobile phones available at a given

time within a targeted area.

Mobile applications play a critical role in this direction. For

example, if you target a particular travel application related to

that area, you can deliver you ads to the mobile users entering

that area if their mobile devices use that particular application.

Ad publisher seeks permission from the mobile users

The user grants the permission based on his or her willingness

The advertiser sends relevant ads associated with the business

it wants to advertise for.

Here are the three important steps involved in the process:

Targeting Local Area

Ring-fencing in which a virtual boundary is created around a

particular area and mobile users entering the designated area

and with a particular application are targeted.

Grid-fencing, which is similar to ring-fencing, but filters the

targeted users based on demographic information (like age

and gender)

There are more than one ways to target a particular area using

hyper-local mobile advertising. Some of them include:

Place targeting in which the mobile users attending a particular

event at a particular place or venue are targeted

Competitive fencing or conquesting in which the mobile users

around a competitor’s business location are targeted.

Targeting Through Right Ads

Click-through Ads: Click to call and click to map advertisements

can influence the mobile users to take instant decisions about

contacting or visiting a business located nearby.

Display Ads: Delivering display banners and ads through the

applications active on the mobile phones within the targeted area

is another way of hyper-local targeting.

Discounts: The fact that everybody loves to receive coupons and

discounts holds good for this form of advertising as well. In fact,

the discounts the mobile users can instantly cash on can work in

you favour.

Re-targeting: Based on the behaviour of the mobile phone users,

it is possible to create ‘human cookies’ based on which the

potential audiences can be re-targeted.

Mobile advertisers are now getting ready with the right

kind of inventory required for hyper-local mobile

advertising. It means that the simple fact that location-

based targeting is extremely beneficial for the businesses

is finally being realized.

Read more on Mobile Trends:

3. Role Of Hyper Local Targeting In Mobile Advertising Platforms

2. How Mobile Advertising Has Grown In Smartphones Era?

1. Trends Of Mobile Internet Users In India

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