Why Advertisers Should Start Using Mobility Data in 2021

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Data metrics are the bread and butter of advertising, and the right data can help advertisers determine which audience to reach as well as the effectiveness of an advertising campaign. For targeted advertising, sure there are measures like special algorithms and click data, but what about real-world, mobility data like location intelligence?

Keep reading to see how using mobility data can help take an advertising campaign to the next level.

Improve Digital Out-Of-Home (DOOH) Advertising Campaigns

We all know the importance of a great billboard and well-placed advertisement, especially going into 2021. Imagine how effective your advertising campaign could be with a little bit of digital sprinkled into the mix. For example, let’s say that you are an advertiser working with a pop-up vegan restaurant that happens to have a big loyal customer base. The brand is trying to attract more customers using a “cleaner meat-alternative” campaign for your organic bean-based burgers. The first ad campaign yielded limited results so you decide to look into DOOH.

Using mobility data like location intelligence, you are able to locate the places that the health-conscious carnivores congregate and what they are interested in. Some of these places are the SoulCycle down the street, Whole Foods, and Dick’s Sporting Goods. You decide to place your client’s digital billboard next to each location. After a couple of weeks, you notice an uptick in customers but want to look at which billboard the foot traffic is originating from.

Mobility data points you in the direction of putting a  billboard advertisement next to the SoulCycle studio that is about a quarter-mile away. The least successful of the three was Whole Foods, so instead of paying for the extra space, you decide to use the ad budget for that billboard on another advertisement next to a different SoulCycle location.

This amplifies your ad reach and before you know it, those burgers are selling out so fast your client is now considering a meatless chicken sandwich option, too!

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Market Research That Works

Choosing the right audience for a campaign is one of the hardest aspects of any advertiser or marketer’s job. Using mobility data can help market research companies determine customer preferences and interests based on the places customers go in the real world. Let’s consider a market research company that is working with a bank that wants to target its products and services to millennials and Gen Zers. This bank is considering opening a location in an up and coming suburban neighborhood that saw an influx of urban transplants during the COVID-19 lockdown.

They know that most of these consumers are millennials and Gen Zers who work from home, which is great, but the bank is trying to determine whether or not these consumers are reachable and convertible. Using location intelligence, the market research firm hired by the bank can see that what these consumers are especially interested in is buying new vehicles. The data shows that their prospects have been frequenting car dealerships a whole lot over the last couple of weeks. With that knowledge in their back pocket, they run a campaign on their great auto financing and interest rates as well as online Q&A education on buying a car for first-time buyers.

Because the messaging fits your audience, and the offer is spot on for your new location, you have in-person appointments than you have in all of 2020 for a similar location.

Mobility Data in 2021

We’re all trying to bounce back the best that we can from 2020, but you can step up your game with the right tools that work. Mobility data gives advertisers and market research companies the boost that they need to ensure that their campaign dollars are well spent. To learn more, book a meeting with us.

Frequently Asked Questions

Discover how analyzing real-world movement patterns can reveal valuable trends in customer behavior, optimize business operations, and enhance strategic decision-making.

What is site selection and why is it important?

Site selection is the strategic process by which businesses identify, evaluate, and choose optimal locations for their operations. This process is paramount as the location of a business directly influences factors such as accessibility, visibility, profitability, and market longevity. For retailers, the right site can mean higher customer footfall and increased sales. In real estate, a well-selected site can promise lucrative returns on investment and tenant stability. Financial service firms leverage site selection to position their branches or ATMs in high-demand areas. Essentially, site selection plays a pivotal role in ensuring the success and growth of a business by aligning its physical presence with market opportunities and demands.

How does location intelligence enhance site selection?

Location intelligence refers to the harnessing of geospatial data to derive actionable insights, which can significantly enhance the site selection process. By analyzing data like consumer demographics, foot traffic patterns, competitor locations, trade area data, and more, businesses can make more informed decisions about where to establish or expand their operations. Location intelligence allows for a deeper understanding of market dynamics, revealing hidden opportunities or potential pitfalls. For instance, retailers can identify gaps in the market, real estate professionals can forecast property value trends, and financial service providers can assess areas with high customer demand. Advanced tools, like those offered by Unacast, further refine these insights by leveraging AI and machine learning, enabling more precise and timely decision-making.

What challenges do businesses face in the site selection process?

Unacast provides invaluable support to businesses during the site selection process through its advanced location data and analytics software, all powered and refined by Artificial Intelligence and Machine Learning technologies. The company offers a suite of products designed to deliver accurate, actionable, and comprehensive location intelligence. This data proves crucial for businesses looking to understand consumer behavior, analyze traffic patterns, evaluate competitor locations, and much more. With Unacast’s robust tools, businesses in retail, real estate, and financial services can derive insightful information necessary for making strategic, informed site selection decisions. The platform not only provides reliable data but also ensures it is readily actionable for businesses, whether they are looking to open a new store, invest in property, or expand their financial services to new locations.

What types of location data are crucial for informed site selection?

Demographic data offers insights into the age, income, and lifestyle of people in a particular area, helping businesses understand their potential customer base. Foot traffic data provides information on the number of people visiting a location, which is crucial for retailers to estimate the store's potential popularity and for real estate professionals to assess an area's vibrancy and demand. Geographic Information System (GIS) data helps in visualizing and analyzing geographical details, supporting companies in identifying accessible and strategically located sites. Understanding the proximity to competitors, accessibility, and the socio-economic profile of the surrounding areas is also vital. Unacast’s platform aggregates and analyzes these various data types, providing a holistic view that significantly empowers businesses in their site selection endeavors.

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