Mobile marketers have embraced the behavioral tracking, profiling and targeting paradigm–but they now add real location. Brightkite, which offers “highly targeted mobile media, says it delivers “Ultra-Targeted Advertising,” including:
Real World Behavioral targeting
Want to target people who have purchased items in a hardware store? Or people who go to the movies more than twice a month? Or people that buy coffee more than three times a week? We know who they are, and can put your campaign in front of an audience who cares.
Examples:
For Dentyne, we targeted people in social groups of two or more…
Location and Place targeting
We can target by precise geography – such as, people in Tulsa, people within 2 miles of a KFC, people at Costco, people in a bar, etc.
Examples:
For Chevrolet, we targeted people within 3 miles of a dealership on a given weekend.
For Jack in the Box, we targeted people within 2 miles of a restaurant in the week following the launch of smoothies in each restaurant…
Activity
Want to target people who are currently doing something specific? We know what our members are doing throughout the day, so we can get a relevant ad to match their current activity.
Example:
For Grey Goose Vodka, we targeted people over 21 engaged in drinking and nightlife activities…
Weather
We know the location of our millions of users, and we also know the precise weather in each location. This allows us to target or optimize ads according to the local weather. We can deliver ads only when the temperature is over certain threshold, or deliver different creatives if the weather is sunny, cloudy, raining, snowing.
Example:
Diet Coke wanted to target people when the afternoon temperature was over 75°.
Big-O tires wanted to target to days with ice or heavy rain.
