IAB Australia has published its “Mobile Location Data Handbook” giving marketers guidance on how to use mobile location advertising to acquire and retain audiences. The Handbook aims to simplify location data for those thinking of employing it, and offers practical advice for those already using it in their marketing efforts.
Produced by the IAB Mobile Advertising Council, the Handbook examines the various aspects of mobile location data, from the types of data available, the role it plays in the greater digital ecosystem and its use in planning campaigns. It also includes a section examining what questions to ask potential tech partners about location data.
According to IAB CEO Vijay Solanki, mobile is now the go to device – for consumer and marketers alike.
“With around 14.5 million Australians on their mobile everyday it is increasingly important that marketers think about customer location when it comes to marketing,” said Solanki. “The Mobile Council has done a great job to help simplify and hopefully inspire marketers to connect with their customers when it matters to them.”
The recent quarterly IAB Device Ownership Trends report from January 2017 notes that 84 percent of Australian over the age of 14 have a smartphone, and that 72 percent of them use that device to access the internet.
“The potential of mobile location data is profound,” said Rick Knott, IAB Mobile Council chair and regional director at Celtra, Inc. “It can boost engagement, reach, relevance and sales for marketers when properly integrated into marketing strategy.”
The IAB Australia Mobile Location Data Handbook was authored and compiled by the IAB Mobile Advertising Council company representatives:
- Rick Knott (Council Chair): Celtra
- Ciaran Norris: Amex
- Henrik Isaksson: Amobee
- Andrew Oshea: Big Mobil
- Nicole Liebmann: Exponential
- Zac Ferrer: Facebook
- Venessa Hunt: GroupM
- Brendan Watmore: Inmobi
- Dom Gambino: Near
- Carl Poplett: Nine Entertainment Co.
- Rick Gleave: Pandora
- Natasha de Mallet Hawes: Pubmatic
- Justin Orchard: Yahoo!7
You can download the Mobile Location Data Handbook here.
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About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 43 IAB offices globally, and with a rapidly growing membership, IAB Australia's principal objective is to support and enable the media and marketing industry to ensure that they thrive in the digital economy.
The role of the IAB is to work with its members and the broader advertising and marketing industry to assist marketers to identify how best to employ online as part of their marketing strategy, to better target and engage their customers and build their brands.
By addressing the core pillars of growth of the online advertising industry - simplified and standard online audience measurement, research, and online operational standards and guidelines, and regulatory affairs, IAB Australia leverages the skills, experience and commitment of its members to advocate the benefits of online advertising by acting as an authoritative and objective source for all online advertising issues whilst promoting industry-wide best practice.
IAB Australia is a registered not-for-profit organisation; membership fees and revenue generated is invested back into the IAB's membership benefits such as resources, events, reporting, and industry representation.
For further information about IAB Australia please visit: www.iabaustralia.com.au