GPS Driven Advertising in Your Location-based Marketing Campaign - dummies

GPS Driven Advertising in Your Location-based Marketing Campaign

By Aaron Strout, Mike Schneider, B. J. Emerson

Some mobile advertising networks are digital advertising platforms for mobile. They allow you to buy placements on mobile web-sites. When you buy placements, you get to put your ad in that spot for a given period of time.

Some technologies allow you to buy location-specific advertisements. Networks like Navteq Locationpoint and WHERE (formerly uLocate) allow you to target people in places where they are using GPS technology across GPS navigation devices like Garmin and TomTom, smartphones, and tablets.

Ad networks collect advertisements from advertisers and match them to a series of requirements on publisher’s sites. This is largely standardized on the (non-mobile) web because the delivery methods are standard: HTML, HTML5, or Flash. The mobile web uses a totally different paradigm with both mobile web technologies (WAP, HTML, and HTML5) and app-based computing over multiple operating systems on Apple, Microsoft, Android, and other smartphones.

So you can imagine that these networks need to deliver ads via not only the web but specific applications. This makes buying mobile ads a lot more fragmented than buying ads for the (non-mobile) web.

For example, in the case of Navteq, you advertise on GPS devices because Navteq has built an ad network into the operating system. When it comes to phones, Navteq built an application called Poynt, a local search engine similar to Yelp.

Mobile advertising requires more time and planning than advertising on the web.