Page 12 - AeM_May_2021

RESEARCH, ANALYSIS & TRENDS

Location-based advertising entails more

customers through localized offers

The sharp rise in the use of mobile devices not For instance, a study by Appinio and Adzine shows that
only has an impact on online retail but offers the target group of 16 to 24 year old is particularly diffi-
local retail new opportunities with location-based cult to reach with location-based marketing activities
and that the willingness to visit a retail store due to the
advertising. But in times of huge amount of data use of mobile advertisements increases with age. For
available, it is more important than ever to the advertisements not to be ignored, an appealing ad-
properly analyze information before using it for vertising design using innovative formats is needed,
marketing activities to achieve the desired effect. and it is important to make sure that it is not perceived
Only when an advertisement is relevant - that as intrusive.
means sent at the right time, with the right Effective advertising formats in the mobile area are, for
content to the right person - a positive impact example, interstitial ads, which are interactive, full-
can be achieved. If the relevance-oriented screen ads that cover the interface of their host app or
approach is not considered, there is a risk that site. In addition, formats from the display area can be
users will ignore the advertising or even be transferred to mobile, such as e.g., the so-called digital
negatively influenced by it. leaflet, which is based on a classic print brochure in
terms of structure and can be visually prepared individ-
ually, depending on the industry.

12 April 2021: Immersive Technologies in Marketing