When choosing a location-based audience, it’s critical to understand how consumer behavior is interpreted. What observed behaviors qualify a mobile device for inclusion in an audience? Is a mobile device added to a ‘Mall Lovers & Frequent Shoppers’ audience after a single visit to a mall? Or did they need to make 3 or more visits to shopping destination within the last month?
You may also want to consider relevant events that would signal consumer interest. In the case of ‘Mall Lovers & Frequent Shoppers’, this might be indicated by an attendance at a community fashion show, or pop-up store shopping event.
Frequency is also not one-size-fits all, and the right frequency to use will make sense in the context of your advertising campaign. For example, if I am launching a new performance drink for athletes, I likely want to reach consumers who are regularly and frequently seen at their local gym. These athletes might also participate in events like road races or mud runs. I want to ensure that my chosen audience is comprised of desirable target consumers. In this case, my target consumers are people who regularly exercise – not those who only show up at the gym during the first week of January.
Yet, a single visit to an open house is a pretty good indicator that a visiting consumer is in-market for a new home. While there are always exceptions, I don’t necessarily need to see a device at multiple open houses before I can infer that a consumer is house-hunting. In fact, it may be the opposite: If I consistently see a device at open houses over a period of months or longer, it’s far more likely that the device owner is a real estate agent, and not in the market for a home.
Either way, frequency is another key factor to consider when choosing a location-based audience for your advertising campaign. Again, the proper frequency to use will make logical sense in the context of your ad campaign and target market.
QUESTIONS TO ASK:
What qualifies a customer for inclusion?
How many activities were required?
What kinds of example activities were included?
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