Monday October 27, 2014
Location based marketing is another digital tool for radio can offer to clients — something new and proven to work. Marketron VP of mobile solutions Martin Kristiseter explains that location-based mobile advertising is a new form of advertising that can pinpoint a consumer’s location and provide a specific ad to their mobile device based on the audience as well as place and time.
Kristiseter says, “If the station has a relationship with a Toyota dealer, for example, that dealer is fighting several other brands for a category buyer, like luxury, economy, SUV, or others. Location-based ads let a car dealer working with a radio station reach the buyers who are shopping for a car, whether on the dealer lot or even the lot of a competitor. The dealer can send a call to action — a monthly payment, special rebate or other ad to car shoppers while they are shopping. The message is obviously hitting a real prospect.”
Some car dealers have doubled their radio spending in order to use this technology. “We can even reach people who have been on a car lot in the past, like over the past two weeks, with a special offer or message from your dealer. While about 70% of the campaigns we deliver on a monthly basis are for auto dealers, the solution can drive qualified foot traffic for other advertiser verticals including QSR, casual dining, retail, and more. Being able to complement spot buys with hyper local and targeted mobile ads based on a consumer location can increase foot traffic and sales for your clients.”
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