Localised digital ads are working, according to a new study that indicates 39% of UK consumers report that their location positively influences their decision to engage with a brand, while at least 14 percent engage with a brand as a direct result of location-derived advertising over connected devices.
Location data and advertising technology company BlisMedia has published a new report which explores in detail the role location plays in how we engage with cross-device advertising.
The report provides a host of new and unique insights into the growing importance of location-aware ads.
The free to download report, Blis Insights: The influence of location on cross-device advertising, investigates the impact different physical locations have on the way we use our devices, and in turn how we consume content and respond to online advertising.
Drawing on the detailed responses of a representative sample of UK consumers, the report found that across all demographics we’ve become a very connected society, with over two-thirds of the UK owning a smartphone, and the majority of people owning more than one connected device. 18-24 year-olds are the UK’s most connected demographic, being the most likely to own a smartphone, laptop, games console and smartwatch; but even the over-55s are tech savvy, with 21 percent of them owning smart TVs.
When it comes to engaging with mobile advertising, 43 percent of UK consumers said that they had clicked on a mobile advert at some time, and 39 percent of UK consumers said that their location had a positive impact on the likelihood of clicking on an advert. Interestingly, although we take our smartphones with us wherever we go, when it comes to mobile advertising we are almost twice as likely to engage with advertising when using our devices at home than if we are out and about.
“Mobile advertising may be the fastest growing sector of the ad industry, but whilst there is a huge amount of data on how many ads are shown, the industry’s understanding of the role of location and context on mobile and cross-screen advertising has lagged behind.” said Greg Isbister, CEO, BlisMedia. “With this report we wanted to take a detailed look at how location influences our online behavior and how, by taking location into account, brands and advertisers can create smarter, more engaging and more successful advertising. What this report shows is that advertisers absolutely can’t rely on a ‘one size fits all’ approach.”
Other key insights from the report include:
● Despite smartphones being the device we take with us everywhere, we spend more time browsing the web via our phones at home than anywhere else – with 49 percent of users spending more than 20 minutes per session on their mobile
● Engagement with advertising via a smartphone is almost twice as likely when at home than when out shopping or travelling
● The purchase journey triggered by mobile advertising is taking place across multiple devices. Across smartphones, tablets and laptops, on average 58 percent of all transactions originating from a mobile ad involve at least one other device in order to complete the purchase process
● Whilst home may be the place people are more likely to engage with mobile advertising, 74 percent of transactions that result from engagement with a mobile ad happen outside the home
● At least 14 percent of the UK population is engaging with a brand as a direct result of location-derived advertising over mobile devices that’s more than 9 million consumers.