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March 5, 2018

5 Ways Denim Solves the Challenges of Location-Based Audience Targeting

Why access to high-quality, actionable location data no longer needs to be a sticking point.

Location Data

U.S. mobile location-targeted ad spending will more than double between 2017 and 2022 — from $17.1 billion to $38.7 billion — according to BIA/Kelsey’s 2018 U.S. Local Advertising Forecast.

It’s not surprising. A November 2017 survey of U.S. smartphone users by Localytics found 42 percent of consumers would use an app more often if it factored in location data to give content better context.

Although marketers are increasingly seeing the value of localized advertising, access to high-quality, actionable location data remains a major sticking point. A 2017 survey of digital marketers in North America by Forrester Consulting found only 6 percent of digital marketers face no significant challenges when it comes to using location data to inform mobile advertising.

Below are the leading challenges of using location data, as identified by the digital marketers surveyed.

  • Inaccurate location data — 34 percent of respondents
  • Understanding how to use location to deliver relevant messaging — 33 percent of respondents
  • Lack of clarity on what third-party vendors or providers exist — 30 percent of respondents
  • Perception within the company that existing social media marketing efforts overlap with this — 29 percent of respondents
  • Difficulty combining mobile location with other customer data — 29 percent of respondents
  • Difficulty defining the targeting to apply — 28 percent of respondents
  • Achieving scale of reach — 27 percent of respondents
  • Difficulty passing exposure data back into data management platform — 27 percent of respondents
  • Lack of transparency in location data collection — 27 percent of respondents
  • Lack of clarity of the sources of location data — 25 percent of respondents

The Denim platform solves many of these challenges for digital marketers. Let’s look at five of them.

  • Inaccurate location data  — The Denim platform takes the guesswork out of location-based targeting. By starting with each agent or advisor’s individual office location and only delivering ads to consumers within a certain radius around that location, the quality of location data is never a concern for our customers.
  • Understanding how to use location to deliver relevant messaging — Because Denim-powered ads are delivered to consumers based on an agent or advisor’s office location, corporate marketers always know the location of the consumers who will see the ads. The Denim platform makes it easy for corporate marketers to set up “Groups” of “Users” (agents or advisors) to better deliver relevant messaging. For example, the marketer may choose to deliver different messaging on behalf of a Group of Midwest agents than he or she does on behalf of a Group of West Coast agents.
  • Difficulty combining mobile location with other customer data — The Denim platform has collected more than 1 billion data points on consumer engagement with mobile and social media ads powered for insurance and financial services companies. We know the location each ad was delivered, making it extremely easy to help our customers analyze the performance of their ads based on location data in combination with a variety of other consumer data points.
  • Difficulty defining the targeting to apply — Here again, Denim solves the issue of defining location-based targeting. Plus, we’re continually building new features into the Denim platform to make it easier for our customers and users to micro-target the right consumer audiences. Watch for more to come on this topic soon.
  • Achieving scale of reach — Scale is at the heart of the Denim platform. To do location-based targeting through other mobile and social media advertising platforms, such as Facebook Ads Manager, a corporate marketer would have to set up separate campaigns for each and every agent or advisor. That’s simply not scalable. The Denim platform allows the marketer to set up the campaign once, and Denim does the rest. It doesn’t matter if the marketer is advertising on behalf of 10 agents or 10,000 advisors — each ad is automatically localized to the agent or advisor’s office location.

As you can see, the Denim platform solves many of the challenges of using location data to improve mobile and social media advertising. If you’d like to learn more or see how Denim will work for your unique scenario, schedule a demo.

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