Location-based ad company JiWire Wednesday unveiled a new ad service designed to help marketers target specific audiences based on the billions of pieces of location data it has collected. The company's Location Graph harnesses that data to create anonymous user profiles based on the types of places people visit, from beauty parlors to drug stores to airports.
Now, if you dig down, the targeting is not about the location of the beauty parlor, drug store or airport, but that in fact you visited a beauty parlor, drug store or airport. The nature of what types of place you visit, not where they are, is the basis for targeting. If you frequent one or more parks, grocery stores, the zoo and maternity stores, you just might be a Mom, the logic goes. And, the logic seems to work.
JiWire reports that in beta testing with ad partners using Location Graph to target campaigns among its audience of 55 million on mobile phones, tablets and laptops it has seen a 30% increase in click-through rates.
So, all that "walk by the coffee shop, get a coupon" stuff may be happily in our past. Other tidebits from JiWire:
-60% of women eat at the same three restaurants each month.
-23% of people who go to Peet's also go to Starbucks.
-43% of those who shopped at Best Buy also shopped at a competitor's location.