Proximity, local, and authenticity… These are popular and more concrete values to reassure a consumer who is sometimes perplexed when he/she tries to understand the communication of multinationals. The figures do not lie, individuals are more prone to be approached, as part of a marketing approach, if it concerns businesses close to where they live. In this sense, 89% of smartphone users do local research. Of these, 82% take action as a result of this research.
A good part of the future of online advertising, therefore, lies in approaches based on geolocation. Reassuring, they give the target the feeling that the announcement is appropriate since it concerns a place that is part of their own environment. The notion of almost immediate accessibility greatly optimizes the conversion rate of sponsored ads. 54% of American people accept geolocation when it comes to receiving information on discount coupons from nearby shops.
No more surprises when we learn that, according to MDGAdvertising, investments in location-based marketing services are expected to reach $3.6 billion in 2023. Brands and companies would not invest the equivalent of the GDP of the Faroe Islands without the systems do have some guarantees. Local awareness ads are part of the ecosystem of effective location-based advertising services in several ways.
Recreate the link between the consumer and the point of sale
Local awareness ads allow geolocated advertising by targeting only users who are within a restricted perimeter around the point of sale. In addition to geo-location, it is possible to target by gender and age.
The big change they have brought is that advertisements are no longer sent according to the Internet user's address or resort, as before where targeting was carried out based on information available a priori, namely the city and the ZIP code of each. Geolocation is now associated with timing: it is WHEN the individual is near the place that he/she becomes a potential target. More precisely, the system makes it possible to include people passing through and not just local residents, who, moreover, are not necessarily present at the time of the campaign.
Local awareness ads thus become a relevant response to specific objectives: they make it possible to increase traffic in the targeted point of sale, to acquire new customers, or even to communicate quickly and precisely on the progress of a special operation. Messages are then more personalized and enrich the customer experience while increasing the number of in-store conversations.
The link with the point of sale is then recreated and can even be emphasized thanks to the two options available: specific “call to action” buttons.
Call now: the button directly dials the number of the nearest store selling the product or service being promoted.
Itinerary: the button connects to google maps and immediately calculates the fastest route to the store.
Significant advantages
The interest of these advertisements lies above all in their very affordable quality/price ratio. For a lower cost per click than a classic sponsorship campaign, the result is potentially just as positive. Social awareness ads are also very easy to use and can be programmed in just a few minutes.
Real-time geolocation makes it possible to develop an effective strategic campaign where the right people, those who are most likely to visit the store, are reached by the message. With a range of up to 5 km, the coverage rate remains wide.
The visibility of the ad is real. On computers, it appears in the middle of the user's timeline, as well as in the right column in case the scroll was too fast. On mobile, Facebook advertising is also inserted in the timeline between the news of the different accounts and friends in contact with the target.
