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Why the future of advertising will be Hyper-Localised
1st April 2017
One of the biggest trends of the last few years is the rise of hyperlocal advertising. This type of geographical targeting has opened up a new world of opportunities for advertisers. Hyperlocal advertising is the method of delivering your message to a highly-targeted audience, based on a specific area, time of the day and other localised factors. When you combine this with programmatic advertising, marketers can now hone their message more effectively than ever.
As audiences are becoming more mobile, it’s essential that businesses are hitting local consumers. Hyper-localisation offers smarter, more powerful advertising that can help advertisers deliver truly personal messages to their audience. Consumers increasingly want more personalised, relevant content so brands will need to focus on ads that appeal directly to specific areas.
One of the major benefits of hyperlocal advertising is the relationships it can create. Your goal as an advertiser is to convey a message that your customers believe in and can resonate to. That’s why many businesses are turning to hyperlocal advertising, so they can focus on building long lasting relationships with consumers and gain insights into their customers
There are a few ways that brands can target their audience through hyper localisation. The most standard level of targeting is called basic radius, where you select an area around a GPS coordinate. There is also retargeting which you can do with hyperlocal advertising. Marketers can use a mobile device’s unique ID to identify and track a user’s behaviour, in the same way desktops use cookies. This will allow advertisers to re-market their local audiences. Finally, contextual targeting is another type of hyperlocal advertising. This means targeting audiences based on different context types, such as their location and demographics.
Spotify’s end of 2016 ad campaign made use of interesting insights about the people who use their platform in specific areas. This is an example of how hyper local advertising can also be used for extracting specific data about audiences from broader campaigns. They made funny references to specific Spotify activity in a specific area. Example, Spotify asked to get some free tickets to a show, as a user on Broadway in New York, had listened to the soundtrack of a certain musical over fifty times.
As technology continues to grow and mature, there’s no doubt that the volume of information about locations and characteristics will only increase. It’s safe to assume we will see different approaches to targeting and the measurement of performance. Hyperlocal provides an alternative to IP addresses and cookies, empowering h
advertisers to directly engage with their audience and to create highly personalised experiences that blur the borderlines between physical and digital worlds.
