After revisiting the popular trends of targeting the audiences and the buyers, the good old location-based marketing is creating the right buzz. The trend has grabbed attention as hyperlocal mobile advertising.

1. Role Of Hyper
Local
Targeting In
Mobile
Advertising
Platforms

2. There is one significant question taking the rounds!
In the year 2014, when
mobile phones
(including smartphones)
have become well-
integrated in the general
lifestyle.

3. What is the next most
promising thing in mobile
advertising?

4. After revisiting the popular trends of
targeting the audiences and the buyers, the
good old location-based marketing is
creating the right buzz.
The trend has grabbed attention as hyper-
local mobile advertising.

5. The following discussion traces how this still-at-experimental-stage
advertising is evolving and what does it promise.
Understanding the Term
Targeting a Local Area
Targeting through Right Ads

6. Understanding The Term

7.  Hyperlocal may refer to anything which takes place in a well-
defined area or community and affects all members
(permanent or temporary) within the set boundaries.
 Some popular examples include the local news content
broadcasted on the television or radio and hyper-local
websites covering various aspects within a set geographical
area.

8.  Hyper-local targeting is dependent on two important things
 The GPS information
 The way to access the mobile phones available at a given
time within a targeted area.
 Mobile applications play a critical role in this direction. For
example, if you target a particular travel application related to
that area, you can deliver you ads to the mobile users entering
that area if their mobile devices use that particular application.

9.  Ad publisher seeks permission from the mobile users
 The user grants the permission based on his or her willingness
 The advertiser sends relevant ads associated with the business
it wants to advertise for.
Here are the three important steps involved in the process:

10. Targeting Local Area

11. Ring-fencing in which a virtual boundary is created around a
particular area and mobile users entering the designated area
and with a particular application are targeted.
Grid-fencing, which is similar to ring-fencing, but filters the
targeted users based on demographic information (like age
and gender)
There are more than one ways to target a particular area using
hyper-local mobile advertising. Some of them include:

12. Place targeting in which the mobile users attending a particular
event at a particular place or venue are targeted
Competitive fencing or conquesting in which the mobile users
around a competitor’s business location are targeted.

13. Targeting Through Right Ads

14. Click-through Ads: Click to call and click to map advertisements
can influence the mobile users to take instant decisions about
contacting or visiting a business located nearby.
Display Ads: Delivering display banners and ads through the
applications active on the mobile phones within the targeted area
is another way of hyper-local targeting.

15. Discounts: The fact that everybody loves to receive coupons and
discounts holds good for this form of advertising as well. In fact,
the discounts the mobile users can instantly cash on can work in
you favour.
Re-targeting: Based on the behaviour of the mobile phone users,
it is possible to create ‘human cookies’ based on which the
potential audiences can be re-targeted.

16. Mobile advertisers are now getting ready with the right
kind of inventory required for hyper-local mobile
advertising. It means that the simple fact that location-
based targeting is extremely beneficial for the businesses
is finally being realized.

17. Read more on Mobile Trends:
3. Role Of Hyper Local Targeting In Mobile Advertising Platforms
2. How Mobile Advertising Has Grown In Smartphones Era?
1. Trends Of Mobile Internet Users In India

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