What is actually ... Mobile Location Based Advertising?

Location-based advertising, also known as LBA, enables a target group to be addressed via a mobile device at a predefined geographical location.

With LBA campaigns, customers can be brought directly to the point of sale using display advertising. To do this, the location of the user is determined via mobile devices. The location is determined by connecting a device to a Wifi network. This identifies the smartphone or tablet within the Wifi signal area. Even more precise data is provided by the Global Positioning System (GPS). If the user has switched on the GPS on his device, the location can be determined to the meter. Since many applications and apps require this setting, it is usually turned on for users.

For an LBA campaign, you need to specify a starting point with a radius in meters. Alternatively, so-called polygon targeting can be used, in which the advertising is delivered within an area formed individually from corner points. Another option is wifi networks, which can also be taken into account as a playout location.

The possibility of addressing the target group by means of an LBA campaign creates many advantages for advertisers. Advertising materials can be designed in such a way that they contain a map, for example, which shows the available store branches in the vicinity. Further, coupons can be offered as an incentive, which the user can then redeem at the nearby store. If a specific target group is to be addressed, frequented locations such as schools, train stations, sporting events or concerts can also be included. To increase awareness, the identified devices that have stayed in the selected location can be addressed again later by means of a retargeting campaign. Customers benefit from local offers, while advertisers can optimize their budgets and avoid the wastage of traditional national mobile campaigns.

Term explained by: Alexander Leutenegger, Senior Manager Business Development at Goldbach Digital Services.