'Geoconquesting' To Grab Customers Away

When it comes to practical ways to target mobile users in context, Jeremy Lockhorn, VP, emerging media at Razorfish, pointed to geoconquesting -- hitting people with a message on their mobile devices while they’re in a competitor's retail store.

According to local mobile ad platform xAd, almost a third (32%) of advertisers using the most sophisticated kinds of geotargeting (usually more granular than ZIP, city or DMA) targeted the location of their competition in order to drive consumers to engaging with their alternative in the second quarter. That was up from 22% in Q1.

Lockhorn said Razorfish's retail clients have seen good results to date with geoconquesting. Speaking on a panel focused on mobile targeting at the Mobile Insider conference Monday, Dan Bishop, director, mobile, social and emerging media at Experian, emphasized the importance of cross-device targeting through platforms like Jumptap and Specific Media to reach users in different contexts.

One hurdle with retargeting an ad through a home WiFi connection is that someone else in the household might see the same ad on another device, instead of the intended person.

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2 comments about "'Geoconquesting' To Grab Customers Away".
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  1. Mike Skladony from Semcasting, Inc., August 19, 2013 at 4:45 p.m.

    YA but the difference between targeting someone on connected to Wifi and someone connected to 3G or 4G, is that you actually know where the person on Wifi is......On 3g and 4g you cell carrier could be back hauling traffic across the country....don't believe me check for yourself...makesure you're on 3g or 4g....go to what is my ip.com and look up your location....over 80% of the time it's wrong....actually it's not "wrong", it's just where they are back hauling traffic that day.........

  2. Paula Lynn from Who Else Unlimited, August 20, 2013 at 6:40 p.m.

    geoconquesting = spying including all personal information

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