M&M Global gathered a panel of experts at the Festival of Media Global 2016 in Rome to discuss how advertisers should embrace the opportunity presented by location data.
The debate featured contributions by Clear Channel Europe president Matthew Dearden, Inneractive vice president Avichai Belitsky, Blis global product manager Amy Fox, and MediaCom global head of mobile Ben Phillips.
Phillips argued that the industry has come “a long way in the last year”, partly through agencies improving the way they explain the location data opportunity to clients. However, he admitted work still needed to be done to ensure the quality of data and reliability of data partners is as high as it could be.
Fox agreed there is an “un-ending opportunity”, and claimed there has been a “growth of understanding of what location can do”. She added that fraud remains a “big topic”, meaning advertisers must be careful to work with partners that can pick out the accurate data.
“As a human being, you are at a very different receptive mind-set and state to different types of messages, depending on where you are in the activity you are doing”
For Belitsky, while progress has been made in delivering campaigns at precisely the right moment, the next hurdle is to ensure that those messages provide value to the consumer. “When you grant value to the user, it can be so much more effective,” he said, referring to work done at his previous company Waze.
Thanks to the audience-based programmatic revolution, the industry is sometimes in danger of forgetting the “power of context”, according to Dearden: “As a human being, you are at a very different receptive mind-set and state to different types of messages, depending on where you are in the activity you are doing.
“You forget the context at your peril,” he added.
Watch the full discussion below: