Location-Based Audience Targeting Better At Driving Foot Traffic: Study

The creative tech arm of IPG Mediabrands produced the results via an infographic in partnership with Thinknear, a location-based marketing platform. Titled, ‘Harnessing the Power of Location’, itdetails how LBA targeting reaches more specific and relevant audiences, drives both intent and visits to brick and mortar stores, and is significantly more cost-effective for marketers. The IPG Media Lab and Thinknear partnered with Office Depot Inc. to utilise mobile location data in identifying and targeting audiences based on behavioral location data. The resulting media trial findings indicated that foot traffic increased more than 29 per cent with LBA targeting based on a standard ad, and over 31 per cent when the LBA targeting was paired with a dynamic location-aware advertisement, as measured by Placed Attribution.