A new form of location-based advertising is being used to deliver advertisements to consumers in unconventional places.
Captivate Networks and xAd are working together to supply targeted ads in the form of video in places such as elevators and lobbies that had previously been unused or used to a limited extent for advertising. The companies are hoping to reinforce their brand messaging by using integrated location-based marketing strategies and delivering ads to mobile devices.
Approximately 12,000 Captivate screens have been installed in about 1,800 office buildings throughout the United States and Canada. The companies can verify that their strategy is working based on the positions of people viewing the ads in relation to the locations of the screens.
Captivate Network and xAd have also begun to deliver location-based marketing messages via mobile devices, such as smartphones. Viewers are able to respond or interact with those messages. Integrating mobile devices enables the advertisers to benefit from performance metrics. xAd uses SmartFencing, a geolocation-based technology, to target specific messages in campaigns with several multi-channel components.
The location-targeted advertising messages from xAd make it possible for advertisers to broaden their reach while directing ads at customers outside their homes and in different locations. Captivate then allows marketers to send their messages over several channels so that they can target their desired audiences more effectively.
The location-based marketing strategy was soft launched in August. Captivate has activated its extended features for select clients. Geolocation and geo-fencing are beginning to play a greater role in advertising in general.
