In the business world if you want to keep, and/or expand, the client base you have you need to understand the importance of marketing. It is essential to have a marketing team that understands the tools and techniques from the past need to be updated. It is essential for a company to remain relevant and in the forefront of the consumer market to help ensure their continued success. One of the current ways companies, such as Nexen, is helping brands reach their client base is via geo-targeted ads.

Why Geo-Targeted Ads Matter

Unlike other forms of advertising, geo-targeted ads are exactly that, they are targeted to potential customers in a specific area. Nexen helps marketing teams reach their client base via the use of beacons. Beacons are devices installed within ridesharing vehicles. While a passenger is traveling from their pickup location to their final destination, a signal from the beacon is sent to the passenger’s smartphone or other mobile device. This signal, which triggers geo-targeted ads, only reaches the user’s device if the Bluetooth technology is turned active.

The geo-targeting aspect to beacon advertising helps brands initiate interaction with consumers during their daily commute. When the ad or notification pops up on the user’s device they are given the opportunity to ignore it, exit our, or interact. For the curious, these ads are not random or sent out to just anyone. The ability to determine the user’s current location allows companies to interact with potential customers in the area. The idea behind geo-targeted ads is to reach potential customers in the moment. 

As a provider of out of home mobile entertainment, mobile device users have the ability to use the open network, the beacons afford, for countless purposes. It is possible to get geo-targeted ads for sports, gaming, comedy, dining, shopping and so much more. The targeted individual will receive an announcement that triggers brand and consumer engagement in real time. If the consumer is interested in the announcement or ad shown they could follow through with answering a survey, watching a video, or clicking a link. The ultimate goal is for the consumer to make a purchase which leads to further targeted ads and loyalty rewards.

From a business point of view, geo-targeted advertising has the potential to expand a brand’s reach exponentially. When looking at the practice from the consumer’s perspective, this type of ad will assist individuals in getting the deals and benefits they want exactly when they want them most. Even if that interaction starts from catching a lift from a rideshare provider like Uber or Lyft.

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