Better Target Locals with Mobile Ads
Cross-screen mobile ad platform UberMedia has unveiled a new system that helps marketers boost the relevance and performance of their local mobile ad campaigns.
The Location Visit Optimization (LVO) system leverages real-time data feedback of people physically visiting locations. With the machine-learning system, it is possible for mobile ad campaigns to be optimized by real location visits to drive foot traffic for advertisers.
“Although mobile advertising has come a long way, marketers still struggle to link their sales data to their campaign in real-time,” said Bill Gross, founder and CEO of UberMedia and Idealab. “LVO changes all that by allowing marketers to optimize on what matters most – real-time, real-world location visits. This method represents the next phase of mobile advertising, and has already proven to dramatically increase marketing results for automotive, fast food and hospitality brands.”
It is important to note that LVO uses real-world location visitation data and mobile ad campaign data to improve the performance of a marketing campaign. What’s more, LVO integrates with UberMedia’s proprietary “Place Context Learning System,” which makes sense of where the mobile consumer has been. In addition, the system integrates with Uber Media’s programmatic bidding tools and mobile ad serving. Together this data is leveraged to make quick decisions and deploy the right ads to the right audience and reallocate spending to maximize foot traffic.
According to Uber Media, brands that have already leveraged LVO, including national fast-food chains and automotive advertisers, have seen location visits more than double.