We get it. The promises of location-based advertising have yet to fully materialize. Both marketers and consumers can benefit from the technology, however, and the capabilities are improving. The industry is ready for thought leadership from companies like ours to optimize the existing models and deliver a truly exceptional experience. Adweek recently assembled a panel of industry stakeholders to assess the current state of location-based advertising.

We were introduced to the panel discussion in the aptly titled article What Marketers Need to Know About Location-Based Advertising and Where It’s Headed. The panel provided valuable insight into the location-based advertising industry, and also validated how cool the rest of us Slack users are through their use of Slack for the panel discussion.

Mobile phones are naturally the primary mechanism for location-based advertising, since they are, well, mobile. The trick is to determine accurate data about the location of a user and provide the right message at the right time based on that location. We certainly agree that this process has improved over the last few years. Location data is typically dependent on the device, the browser and user, and the data available to match up with the determined location. All of this information must be processed and delivered very quickly in order to maximize the opportunity to provide the best target with the best ad. Triangulation is the means by which all of this data is gathered and served to the consumer.

Another key to a successful location-based advertising campaign is the ability to gain particularly good data and have it available for triangulation. This is where we find it critical to make sure that our partners are chosen well. The panel agreed that the best-case scenarios played out where platforms could be merged with as much data as possible. The ability to find users who are exposed to ad messages across mobile, TV, and other sources enhances the ability to better target the ads. And it’s important to push the ads while the consumer is at the right location. Possible sources of data include Google, Apple, Android, the carriers, and, of course, competitors.

We have built our platform from the ground up in a unique way that addresses these common issues as identified by the panel, and many others. Xclaim Mobile is the only option that uses the three largest mobile wallets: Apple Pay, Android Pay, and Microsoft Wallet. These applications are an exceptional source of location and other data. We allow our clients to optimize their move to mobile advertising by streamlining existing advertising campaigns and adding the benefits of location-based advertising. Using the mobile wallets already in place, the click-thru on the ads will have real-time device detection, leveraging the most accurate location data available. And users have the ability to act on the ads right away, or save them for when they are ready to act.

Image: Mobile Location

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