Susan Smith has worked as an editor and writer in the technology industry for over 16 years. As an editor she has been responsible for the launch of a number of technology trade publications, both in print and online. Currently, Susan is the Editor of GISCafe and AECCafe, as well as those sites’ newsletters and blogs. She writes on a number of topics, including but not limited to geospatial, architecture, engineering and construction. As many technologies evolve and occasionally merge, Susan finds herself uniquely situated to be able to cover diverse topics with facility. « Less
Susan Smith has worked as an editor and writer in the technology industry for over 16 years. As an editor she has been responsible for the launch of a number of technology trade publications, both in print and online. Currently, Susan is the Editor of GISCafe and AECCafe, as well as those sites’ … More »
Geofeedia Ads Leverages Location Data
June 6th, 2016 by Susan Smith
R.J. Talyor, Geofeedia’s vice president, Product Management, spoke about the location intelligence company’s expansion of its platform for marketers with the new Geofeedia Ads, leveraging location data for highly targeted advertising. Geofeedia Ads provides valuable context for marketers to zero in on ads that are pertinent to particular audiences across social platforms.
Common native ad targeting in social media platforms is based on user profiles, which could be out of date, and does not show where users spend their time or post content. When marketers are able to include location it makes a significant difference in the value of social data. Monitoring keywords and hashtags is not enough because 74% of posts do not include words marketers listen for and 6% do not include any text at all. With Geofeedia Ads, advertisers are able to build audiences that realize significantly higher conversion rates from their campaigns based on consumers’ explicit tagging of locations.
GISCafe Voice: What percentage people do you think tag in social media to make the new Geofeedia ads worthwhile?
Talyor: 38% of US mobile phone owners share location with social platforms. We bring in, on average, around 30 million geotagged social media posts on a weekly basis into the Geofeedia platform. As a result, we have archived over 2 billion posts to date that customers have access to. This enables advertisers to understand and stay up-to-date on audience profiles, trends, and users who are posting in the locations that matter to them and serve relevant and actionable social advertising content to those audiences.
GISCafe Voice: Are you able to also assess spending habits from this location information coupled with frequency of visits?
Talyor: We currently are unable to assess spending habits from location information at this time. We are able though, to identify people who have been to a location more than one time and identify them as repeat customers/visitors.
GISCafe Voice: Where will the Geofeedia Ads be placed?
Talyor: Geofeedia was recently named a Standard Partner with the Twitter Ads API team and with that being said, Geofeedia Ads in its current state will serve up ads to customers on their Twitter Timeline with promoted creatives that are built and customized on the Geofeedia Ads platform.
GISCafe Voice: What are the characteristics of the geo-tagged data, in other words, what is it looking to find, or what kind of commonality does the data have?
Talyor: With Geofeedia Ads, customers are identifying locations in which target customers are going and tagging their location via social media. Customers are then using the Geofeedia technology to geofence these locations and gather all of the real-time as well as historical data from these areas. This data is then taken and exported to the Twitter Ads platform for use of re-targeting.
GISCafe Voice: Can you give an example of a workflow or process whereby a customer tags their location and this leads to future sales?
Talyor: Customers are tagging their location at a location/event that marketers care about. A great example is the use of Geofeedia Ads to retarget fans of the Chicago Cubs for merchandise resell at SportsWorld Chicago. SportsWorld utilized Geofeedia’s technology to draw geofences around Wrigley field and the surrounding areas where Cubs fans were watching the games. They then refined their data by using keyword filters and time filters to find an audience who is identified as Cubs fans. Looking historically and in real-time, SportsWorld then exported this list via Geofeedia Ads and ran a Twitter Campaign to drive these users to their website for merchandise sales.
From company materials: Marketers can leverage Geofeedia for many use cases, including: