Location isn’t everything: How brands are succeeding – and failing – with location-based native ads
Who, what, when, where, why.
Early on in the genesis of mobile native advertising, the ‘where’ part of things caused a lot of excitement. The vision was, ‘We’ll use GPS, or beacons, or Wi-Fi and our app will know that you’re walking by and push an ad to you for this shop.’ But that thinking misinterprets the happenstance of location with the circumstance of context. It hasn’t come true because success in native advertising isn’t just about finding us; it’s about finding us in the right moment and in the right frame of mind.
As users, our smartphones are always with us, Read full story ›
Source: The Drum
