We know where you've been, where you are and where you're going

Here at Flourish HQ we like to stay ahead of the curve – that’s why we’re always up for trying and testing new technology that enhances the user journey. Excitingly, we’re one of the first agencies in the UK to be taking advantage of mobile data to target consumers in-app. This data is based on their precise location in the last 180 days and their interests based on certain app usage.

So what does that actually mean?

Well, location based targeting is all about compiling data and using it to target consumers with content that is both relevant and of interest to them. We can use social cues as follows, shares and viewed content on YouTube as a sign of interest and overlay that with their mobile data to see where they’ve been (down to a 2 metre radius), as well as see what other apps they’re using, websites they’re visiting and how far along the customer journey they are. This gives us substantially better insight and allows us to target accordingly depending on if they’re in-market or not.

How are we using it?

We utilise this knowledge to create in-app ads that specifically target the right customer at the right time, in real time. As soon as a target customer enters a location set by us, they are eligible to be served an ad as part of our campaign.

For example, if you’ve got a store opening in a new town or city and want to inform people who shop with a competitor, we can target them precisely. And this is exactly what we’ve been doing for our clients. So far, we’ve seen an increase of 1.5% in click through rates (compared to the industry average of 0.05%*) and it’s still early doors. This can only set to improve as we compile more and more data. What’s more; we can even report on whether the customer has physically been to the store as a result of the campaign.

If you’d like to see how we could help you better understand and target the consumers you want to speak to, then get in touch with us today.

• Study conducted by DoubleClick