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Director, Product Marketing for YP (Yellow Pages) - Frank Cifelli, charts a course for strong banner ad sales in this August 2016 article.

 

Put A Spotlight On Your Local Business With Mobile Display Advertising

mobile display advertising, mobile display, mobile advertising, mobile, geotargeting, geofencing, audience segments, audience profiles
Nov 08 2016
By: Frank Cifelli – Director, Product Marketing

 

Every local business owner wishes they could shine a great, big spotlight on their storefront all day long that shouts out to people passing by, “Come in! Stop by for a visit!” You want everyone to know just how special your business is –  after all, you pour your heart and soul into it – but sometimes building awareness and driving traffic to your store can be a challenge or even an uphill battle.

Luckily, most people have their noses buried in smartphones these days (up to 150 times a day!), which provides local business owners with a unique opportunity to target, reach, and engage potential consumers and convert them into actual paying customers (i.e. store visits).

You wanted that giant spotlight on your business? The good news is that mobile display advertising can do just that for you. With it, you can draw a “virtual boundary” around your business to deliver ads when consumers are nearby – and, even better, it can help you increase your chances of driving the right potential customers to your store (people who are ready to make a purchase) by targeting them based on their location behaviors and interests.

It’s a simple equation. Right Location + Right Consumer + Right Offer = Effective Marketing

Mobile display advertising was predicted to account for one out of every five digital advertising dollars spent in 2016 for one important reason: it drives results. Keeping this in mind, let’s take a closer look at how you can use it to generate traffic for your local business.

That virtual boundary mentioned above is known more commonly as “geo-targeting.” Think of it like a treasure hunt: your business is the treasure and geo-targeting is the map that helps get you there. Consumers today are obsessed with convenience. According to Google, “near me” searches have increased 34 times since 2011, doubling from 2015 to 2016 alone. This is a solid reminder that personalization and relevance – especially as it relates to location – are important factors in today’s advertising ecosystem. In fact, consumers have come to expect their ad experience to be customized to them with a reported 71 percent preferring personalized ads.

The first and most important questions to ask yourself when drawing that virtual boundary are: “How far would people travel to my business?” or “How large is my service area?”

Let’s take coffee shops as an example. Would a local consumer travel five miles for a cup of coffee? In a dense, urban area, the answer would probably be “no” as a handful of other coffee shops are more than likely nearby. However, in a less populated area where driving from point to point is the norm, five miles may not really seem like such a trek. Approach this from the perspective of your target consumer, keeping your location as well as your nearest competitor’s locations in mind to determine what geo-targeted area is right for your campaign.

Speaking of the competition, your goal here is to not only earn the loyalty of new customers, but also steal a part of the market share for your business. Mobile display advertising is a great way to lure consumers away from your nearest competitors. “Geo-conquesting” is a strategy wherein you serve ads to consumers who are nearby a competitor, giving you an ideal opportunity to provide a compelling offer that could sway them in your direction.  

The final piece of the puzzle is to determine who exactly you need to target. Simply put, while location is an important part of the conversion equation, it’s not the only factor at play here; your mobile display advertising campaigns will generate the best results when you serve ads to consumers who are actively in the market for the products and services you offer. That’s where understanding the ins and outs of audience segments can come in handy.

An audience segment is a profile of consumers built from various location, behavioral, and demographic information. Taking the coffee shops example from above, you may want to build a profile of “Coffee Lovers aged 25-40 within a 5-mile radius of your shop” to specifically target. To do this, location and demographic data are gathered from opted-in mobile devices to help you identify which mobile users fit that mold. For example, someone who has visited nearby coffee shops 20 times in the past month would be a good fit for the “Coffee Lovers” segment above. Using this kind of information to build audience profiles for your mobile advertising campaigns can help you target, reach, and engage local consumers with precision and relevance.

In short, mobile display advertising is a powerful tool that local businesses can use to build awareness, drive foot traffic, and boost sales. Ready to get started? Talk with an expert at YP Marketing Solutions today to kick-start your campaign and determine the right targeting strategy for your business.

Photo Credit: Adobe Stock (standard license)

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Frank Cifelli is a Director, Product Marketing with YP’s Marketing team and is an integral part of developing the positioning for many of YP’s products.  He’s been at YP for more than 10 years and spent time in Sales prior to moving to Marketing 7 years ago.  His time in Sales gave him an intimate understanding of what is important to businesses in relation to their marketing needs.  

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