The Kelsey Group estimates the US location-based ad market is growing from $135B in 2010 to $145B in 2013. The digital segment alone is growing from $19B to $32B, with a 5 year CAGR of 18%, while traditional location-based channels will decline 4.5%.
Today, people are demanding much more localized content as they spend more time on the go, creating a great opportunity for advertisers. 53% of the on-the-go audience is willing to share their current location to receive more relevant advertising and 46% is more likely to engage with an ad that is relevant to their current location. Just as brands were challenged on how to "socialize" themselves in the social media space, today brands need to think about how to "localize" themselves with their consumers.
In this interactive class, David Staas, SVP of Marketing, JiWire, Inc. and the General Motors brand Buick, will help national brands build a local advertising strategy. Staas will emphasize the importance of understanding the context of a location and new technologies to leverage the exact location of every ad delivered – from latitude and longitude to venue type and even venue brand for greater context. Buick will also provide insight on their best practices and experience along with insights on proprietary location-based data.