Mobile advertising under lockdown has been faring well in certain sectors. Streaming and entertainment apps for example have seen substantial growth and so make valuable inventory. But consider the plight of location-based advertising where ads can be pinpointed, in the moment, according to a consumer’s proximity to a shop or service…the high-yield targeting that this channel offers is of course suffering.
Looking ahead, it follows that as lockdowns ease, marketers will be under more pressure to drive better ad performance and improve the return on investment of their ad spend.
Mark Slade, CEO of location data intelligence firm, Location Sciences, pauses for thought to discuss the value of location data to brands and advertisers and why, more than ever, they need to understand the movement of their consumers as lockdowns are lifted.