Hyperlocal Marketing: Effective Personalization
When users log into an app, they typically grant permission for it to access their phone's GPS capabilities, which are used to access real-time location data. A soda brand, for example, might use location data to serve ads to customers, telling them to visit a specific retailer in their immediate area and purchase a beverage (e.g., "Stop in at Target now and pick up an ice-cold Dr. Pepper!"). Successful hyperlocal marketing focuses on two things: investing in technology and information to understand specific microaudiences by location, and finding creative ways to deliver contextually appropriate value-driven ads to those groups. Whether you're referencing a specific local store or running a seasonal promotion, local knowledge is critical to successful hyperlocal marketing.
Automated Analytics: Data Drives Automatic Campaign Adjustments
As marketers create and share ads on a wider range of channels, brands need real-time performance information. Advertising data automation tools collect, analyze, and automatically adjust campaigns. Think about how retargeting software uses a consumer's past search history to display ads that are directly relevant to their interests. Automated analytics also use past ad performance data to provide real-time bid management for media buys and adjust audience targeting criteria at regular intervals. You can increase your ad campaign ROI by allocating more of your budget to ad analytics and then investing in programs that can help optimize your campaign at a cross-channel level.
Apps: User Patterns Drive In-App Advertising
Flurry Mobile reports that the average US mobile user spends 90 percent of their time in apps. For advertisers, that puts the focus on in-app advertising strategies. For example, if your target demographic is spending most of their social media time in the Facebook app rather than on the web-based versions of the site, your advertising strategy should prioritize in-app campaigns. Think about apps your target audience likely uses regularly and how you can create ads specifically tailored to run in that app. The point is leverage apps where your audience is already spending the majority of their time to market your brand accordingly.
Virtual Reality: New Frontiers in Advertising Storytelling
Just as Apple has made its watch app-able and advertisers are thinking seriously about ads for wearables, there's another new frontier emerging. The release of devices like Samsung Gear VR, Google Cardboard, and Oculus Rift is making virtual reality mainstream for the first time.
Brands are already using VR to deliver immersive, engaging ads. The Marriott hotel chain has created a Teleporter experience that allows guests and potential guests to explore exotic locations from London to Rwanda—along with their hotels. As mentioned in ClickZ, virtual reality is more of a brand driver than a sales driver (at least for now). If you explore a VR campaign, think about ways to use this technology's unique immersive capabilities to raise awareness of your brand and get people talking (and sharing).
The latest ad tech trends are quickly shaping the future of the ad space. For marketers, the key challenge is updating your strategies to keep pace, while exploring which new technologies create effective channels for reaching audiences.
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1. Ad tech is shaping the advertising space more than ever before, and marketers must update their strategies to keep pace.
2. The hottest trends include virtual reality advertising, hyperlocal advertising, in-app ads, and adopting automated analytics programs to optimize campaigns.
3. Brands need to experiment, align ad campaigns with their audiences, and constantly measure performance to determine which channels are a fit for their business goals.