ADVERTISING DATA SCIENCE

Boosting advertising performance with location

By using algorithms based on accurate location data, advertisers are able to eliminate inefficient ad spend, improve segmentation and targeting, and enhance attribution.

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Precise, relevant, and contextual campaigns are the key to success

In today’s advertising world, buyers need to maximize ad spend efficiency, while sellers need to prove campaign ROI. These complex needs are answered through the processing and analyzing of mobile location data: it bridges the physical and digital worlds, enhancing advertising performance and creating valuable consumer experiences that drive business.

But without a complete dataset representation of the real world that is truly accurate, it’s difficult to apply data science effectively.

Boosting results from engagement to conversion

  • Improved campaign performance
  • Improved algorithms processing
  • Accurate audience segments
  • Precise location targeting
  • Improved performance attribution
  • More personalized advertising

Go global with accurate data from a trusted player

To help create more effective campaigns, HERE offers a deep and global location portfolio. Wherever your place in the ad ecosystem, our services support your specific needs – whether that’s gaining a better understanding of consumers, enhancing segmentation and targeting, or boosting campaign effectiveness to leverage the full value of your media investment and optimize ROI. HERE is one of the few neutral and trusted location data providers that does not sell or buy media.

“HERE is once again the top vendor for completeness with a score of 9.6.” Neha Dharia, Senior Analyst at Ovum
See how location enhances advertising

3 WAYS TO ADVERTISE SMARTER

EFFICIENCY

Make more of ad spend

Location context from HERE is the key to efficient, low-waste campaigns. Brands and agencies can use geometry-based location data to enhance media buys and optimize spend. Demand-side platforms, data management platforms and others can deliver correct audiences and accurate location insights to buyers. Publishers and supply-side platforms can offer better insights to improve inventory and bid-stream.

83% of marketers find location-based data for ad targeting valuable, but only 74% of those think the data available is accurate.Source: LBMA 2018 Global Location Trends Report

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PRECISION

Run more targeted campaigns for better results

Without precision in location, visibility into the omni-channel consumer journey will be lacking. By combing our precise location geometry data with your dynamic mobile user data, advertisers can better identify patterns and predict behavior with greater accuracy. This enables more targeted and relevant campaigns around real-world elements, such as places of interest (POI), retailers and landmarks.

“Thanks to HERE, we are able to better understand consumers’ real-world behavior and support contextually relevant and effective advertising for our expanding customer portfolio.” Tom Laband, Co-Founder & CEO of Adsquare

How a fast food chain served up a 46.72% increase in footfall

A global fast food chain in France had an ambitious plan: to reach a precise target group at scale, engage with them, and finally drive foot traffic to defined restaurants. To achieve success, the restaurant turned to an advertiser who leveraged an audience segment from adsquare, a neutral mobile data exchange that uses HERE Places and 2D Footprints data to better understand consumers’ real-world behavior.

The segment was of fast food consumers who had been to the chain’s restaurants or one of the competitors’ stores over the last 30 days. It was pooled from over 8 million mobile devices. The results speak for themselves: 4.8 million impressions, an outstanding video completion rate of 46%, a 4.26% click-through rate, and a massive 46.72% increase in the visit rate to the advertiser’s restaurants.

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MEASUREMENTS

Better measure, attribute and optimize campaigns

The last part of the advertising funnel is its core and ultimate goal: the purchase of a product or service. HERE takes attribution to the next level. Our location data enables more sophisticated calculation and tracking of campaign effectiveness to validate marketing efforts. For example, advertisers can leverage real-world places and building shapes to connect ad campaigns with user behavior and understand dwell time, foot traffic, store visits and purchases.

"Budget allocated to geo-targeted ads is expected to rise from $12.4 billion in 2016 to $32.4 billion in 2021." Source: geo-marketing

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Bringing it all together to connect the consumer journey

We are bridging the gap between the physical and digital worlds. Combine our location geometry with your dynamic user data to better segment audiences, improve location targeting, enhance geofence real-time bidding, and improve performance measurement and attribution – thus boosting campaign yields.

OUTDOOR TO INDOOR

Places Extract

HERE Places provides the places data to power targeting, segmenting and attribution, with 103 million points of interest in 194 countries.

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ACCURATE FOOTPRINTS

2D footprints

2D Footprints provides a precise representation of buildings and outside spaces to add precision to segmentation, targeting & measurement.

Download the one-pager

MAPPING TECHNOLOGY & DATA

HERE Location Suite

Based on a strong mapping platform to solve complex location problems such geocoding, traffic, positioning, geovisualization and more.

Discover the suite

PRECISE POI INSIGHTS

Positioning web service

The HERE Positioning web service adds more radio-map context to the location signal of mobile applications or SDK/back-end services.

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ONLINE TO OFFLINE

Positioning SDKs

HERE Positioning SDKs (IOT sensor, Android solution, full SDK) provide a range of positioning capabilities – online and offline.

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DRIVE BUSINESS

Maps & Routing

Augment campaign creative with a call to action that guides the consumer to the store, so you can incite location sharing opt-in.

Explore maps & routing

PRECISE POI INSIGHTS

Places Extract

HERE Places provides the places data to power targeting, segmenting and attribution, with 103 million points of interest in 194 countries.

Download the one-pager

ACCURATE FOOTPRINTS

2D footprints

2D Footprints provides a precise representation of buildings and outside spaces to add precision to segmentation, targeting & measurement.

Download the one-pager

MAPPING TECHNOLOGY & DATA

HERE Location Suite

Based on a strong mapping platform to solve complex location problems such geocoding, traffic, positioning, geovisualization and more.

Discover the suite

OUTDOOR TO INDOOR

Positioning web service

The HERE Positioning web service adds more radio-map context to the location signal of mobile applications or SDK/back-end services.

Explore the product

ONLINE TO OFFLINE

Positioning SDKs

HERE Positioning SDKs (IOT sensor, Android solution, full SDK) provide a range of positioning capabilities – online and offline.

Explore the product

DRIVE BUSINESS

Maps & Routing

Augment campaign creative with a call to action that guides the consumer to the store, so you can incite location sharing opt-in.

Explore maps & routing

Let's connect

Through partnerships with forward-thinking businesses like yours, we are taking advertising to new and exciting places. See what we can do for you – and your customers.

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