Location drives mobile: IAB Mobile Advertising Council launches Mobile Location Data Handbook

77b14178dea499ca1e4457ae09f6cde2.jpgIAB Australia has published its "Mobile Location Data Handbook" giving marketers guidance on how to use mobile location advertising to acquire and retain audiences. The Handbook aims to simplify location data for those thinking of employing it, and offers practical advice for those already using it in their marketing efforts.
Produced by the IAB Mobile Advertising Council, the Handbook examines the various aspects of mobile location data, from the types of data available, the role it plays in the greater digital ecosystem and its use in planning campaigns. It also includes a section examining what questions to ask potential tech partners about location data.
According to IAB CEO Vijay Solanki, mobile is now the go to device - for consumer and marketers alike.
Says Solanki: "With around 14.5 million Australians on their mobile everyday it is increasingly important that marketers think about customer location when it comes to marketing. The Mobile Council has done a great job to help simplify and hopefully inspire marketers to connect with their customers when it matters to them."
The recent quarterly IAB Device Ownership Trends report from January 2017 notes that 84 percent of Australian over the age of 14 have a smartphone, and that 72 percent of them use that device to access the internet.
Says Rick Knott, chair and regional director, IAB Mobile Council: "The potential of mobile location data is profound. It can boost engagement, reach, relevance and sales for marketers when properly integrated into marketing strategy."
The IAB Australia Mobile Location Data Handbook was authored and compiled by the IAB Mobile Advertising Council company representatives:
    • Rick Knott (Council Chair): Celtra
    • Ciaran Norris: Amex
    • Henrik Isaksson: Amobee
    • Andrew Oshea: Big Mobile
    • Nicole Liebmann: Exponential
    • Zac Ferrer: Facebook
    • Venessa Hunt: GroupM
    • Brendan Watmore: Inmobi
    • Dom Gambino: Near
    • Carl Poplett: Nine Entertainment Co.
    • Rick Gleave: Pandora
    • Natasha de Mallet Hawes: Pubmatic
    • Justin Orchard: Yahoo!7

You can download the Mobile Location Data Handbook here.

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