Location provides context.
Context is everything.
The opportunity to use location on mobile devices is vast and still
Location is so much more than coordinates – for organizations
using mobile technology to reach consumers, it provides context
needed to customize their experience.
In today’s digital ecosystem, location goes beyond place to include
many factors such as the weather, traffic, demographic profiles
of the consumer and others around them; as well as intent – is a
consumer in a location for work, travel, or leisure; will they
browse or buy?
When organizations redefine the parameters of location and take
advantage of cutting edge technologies, they can deliver content
to mobile-first consumers in fundamentally new ways, providing
an experience as dynamic and responsive as the many facets of
This eBook provides a glimpse into how location technology can
be used to reach consumers – the current and future enabling
technologies, the challenges and opportunities it provides, and
most of all, the potential it unlocks for businesses and beyond.
“The value of location is
greater than place.”
Ryan Golden, CEO, Co-Founder, Moasis
Table of contents
What is location technology?
Mobile’s untapped potential
Connect in a ‘mobile moment’
The value of a location technology
How to execute the right strategy
Location technology is a broad category that has evolved with the explosion of connected devices.
While it is continuing to provide new ways for brands to interact with consumers, current location
technology is generally comprised of systems that either deliver content, collect or analyze
location data, or predict consumer behavior.
Systems that deliver
content based on
The most common way to deliver
location-based content to mobile devices
is the geo-fence. This technology sets
a fixed radius or customized perimeter
around a location. Organizations can
trigger communications when specific
devices are within the geo-fence.
Systems that collect
location data from
Advances in GPS-enabled chips allow
organizations to determine the location
of a connected device within 50 to 100
square meters. Beacons are also being
used in well-defined settings, such as
retail stores, to provide more precise
location data for local Wi-Fi-connected
devices. GPS and beacon technologies
both enable location-based applications
that use geo-fence technology.
Systems that analyze
Technologies that provide insight into
consumer behavior are being combined
with information from connected
devices and analyzed for even richer
insight. For example, brands might
combine their insights into a consumer’s
offline purchasing behavior with their
demographic and location data.
Data is anonymous and aggregated,
and enables brands to understand
behavior at a macro level, or for the
segments that matter.
Systems that predict
The emergence of ‘big data’ techniques
has created a watershed opportunity
to develop location-related predictions.
Predictive systems aggregate location
data. These systems then update the
data in real-time, or virtual real-time,
responding, for example, to a sudden
surge or dip in traffic volume, and
redirecting resources to locations with
highest or increasing opportunity.
The world now has
more mobile devices
than it does people
– and devices are
growing 5x as fast.1
With people spending nearly three hours
daily on their mobile devices and searching
for things ‘near me’ twice as much as they
had last year,2
there is ample opportunity to
capture consumers on their smartphones
and other mobile devices.
Brands, agencies and small businesses are
quickly realizing they need to be mobile
optimized and are increasingly looking to
technology to deliver that ideal ‘mobile
moment’ that best engages the consumer.
In fact, ‘location enabled’ advertising spend
is projected to increase from 38 percent to
52 percent by 2018.3
Interntional Business Times, October 7, 2014.
Google Trends, Data pulled March 30, 2015.
BIA Kelsey, April 10, 2014.
3 HOURSare spent daily on mobile devices
Yet, despite its great potential, location technology
has yet to deliver on its full promise.
That’s because it is largely treated as a feature, not a holistic solution. In fact, today’s offerings
are simply creating ‘silos’ of location technologies, such as specialized products that target
audiences, deliver content based upon location, or measure location-based results and attribution.
The industry is missing a unified platform that provides those capabilities and that can predict
consumer behavior and optimize how communications are delivered in virtual real-time. A new
approach is needed to effectively deliver the right message to the right customer at the right time
How can emerging technology redefine the
Fortunately, emerging location technology unlocks
the true potential of location, providing organizations
with more precise targeting and greater control to drive
maximum consumer engagement.
When combined in a single platform, the following
capabilities can revolutionize how we deliver all sorts
of content with all types of mobile devices.
A glimpse into
PREDICT AND ANTICIPATE CONSUMER’S DYNAMIC LOCATION-RELATED BEHAVIORS.
These systems determine in real-time when and where and to whom communications
are delivered to maximize relevance, and direct communications to the most
REACH CONSUMERS IN REAL-TIME WITH PRECISION AND SCALE.
Effective systems with programmatic technology can evaluate numerous data points
and respond in milliseconds with the decision of whether and how to communicate to a
given consumer. Mobile device location data is vast; programmatic technology effectively
balances precision, scale, and speed.
STANDARDIZE HOW DATA IS ASSOCIATED WITH A LOCATION.
Too often data is ‘thrown out’ because many interactions are not captured and reported
in relation to location in a unified manner.
MEASURE THE EFFECTIVENESS OF A COMMUNICATION.
For marketers, there is a strong movement to look beyond clicks to other conversion
events, including whether a communication influenced store visitation.
ALIGN FOR REAL-TIME RESPONSES.
Systems that capture, organize, and analyze data in relation to location must be aligned
with systems that make decisions on what communications get delivered in real-time.
This ‘round trip’ system or process needs to be completely aligned, and communicate
end-to-end in, or very close, to real-time.
that drive enhanced brand
perception and deeper consumer
INTELLIGENCE AND INSIGHTS
and more effective
communications as location
technology understanding and
on the consumer’s path to
purchase, and increased ROI.
MORE PRECISE TARGETING
while still delivering
communications at scale,
creating more refined local
relevance for global brands.
MORE INTEGRATED AND
across connected screens.
of redundant or piecemeal
toolsets for location technology.
Emerging location technologies allow
organizations to deliver content with
the greatest contextual relevance
across all screens and devices.
The next generation of location
technologies will provide a wide range
of benefits to agencies, brands, local
businesses, publishers, and developers
that are seeking to improve
engagement and monetization.
Those benefits will include:
What are the benefits of next-generation
ELIMINATE POINT SOLUTIONS.
They are your enemy in an environment where speed and
accuracy are critical. Fully assess the end-to-end needs of your
system, and either align the various point solutions or replace
them with a unified location technology.
MEASURE WHAT MATTERS.
Measure communications-driven metrics through the entire
APPLY LOCATION TECHNOLOGY BROADLY.
Location information can direct communication across a range of
advertising forms, such as display advertising or push notifications,
to deliver relevant content.
Combine precise engagement with the flexibility to tailor
communications at scale. Imbue communications with locally
relevant details such as distance to locations, directions, or locally
relevant imagery and offers.
DETECT UNSEEN PATTERNS.
Get more granular with your location data. Consider factors like:
diversity in each zip code, location changes over the course of a
day, and audience differences in relation to location across their
purchase, media consumption, social, and engagement behavior.
INTEGRATE YOUR DATA.
Inform location based on the full footprint of your consumer data,
inclusive of every engagement they have with your organization.
To realize a location’s potential, use the most
up-to-date technologies and follow these tips:
Father and son Steve and Ryan Golden formed Moasis in 2009
after a combined three+ decades working with marketers
and content providers in multiple industries. Learning from
large enterprises, small businesses, and brand agencies, they
developed Moasis’ patented Geo-Grid technology to deliver
hyper-targeted advertising opportunities for businesses that
want to reach next generation mobile users.
Today, Moasis is creating a world where location intelligence
delivers content and services in fundamentally new ways.
Moasis unifies location data management, predictive
intelligence, and real-time communications delivery
technologies into a single closed loop platform so clients can
optimize content, product, and service experiences with
real-time location intelligence.
Moasis provides mobile display advertising solutions for large
brands and agencies, and small businesses. As location
becomes the most significant context for communicating with
consumers and their connected devices, future applications
for Moasis location technology are limitless.