Placecast’s Solution for Location-based Advertising
and relevance are the hallmarks of location-based advertising. The ad
message must be targeted specifically at an audience within proximity
and convenience to a retailer. This is what 1020, Inc. has developed with its
launch of Placecast. Directions Media spoke with founder Anne Bezancon
about how the company will support an advertiser to get its message
out in time and on target.
Joe Francica (JF): Please explain the basic information that Placecast
captures in order to deliver a specific location-based ad.
Anne Bezancon (AB): Placecast can make use of any type of location
data at any level of precision, be it real-time positioning from GPS,
Cell-ID, or a Wi-Fi hotspot location or inferred location from
geo-functional media web publishers from the events, travel and real
JF: Do the retailers with whom you work supply a basic demographic
profile so that the ad can be highly targeted to them?
AB: The advertisers who buy media from the Placecast Premium
Network supply the basic demographics of the audience they are
interested in reaching on their campaign. Placecast then finds that
audience, creates and delivers a highly relevant customized message
based on location and time, and provides all of the real-time analytics
to measure, manage and report on the campaign.
JF: What criteria are used to categorize the "place" data? That is, do
you define the "place" within a confined geographic buffer zone or
fence, or are other criteria necessary?
AB: We define "place" as the combination of location and
information about that location at that time that makes it meaningful
for the person to whom we are interested in showing an ad. In many
cases, advertisers are interested in reaching a certain audience,
irrespective of proximity to given geography, and they leverage
Placecast's ability to target that audience and deliver a relevant
message. In cases where there is a set of targeted geographic areas for
the campaign, Placecast can deliver that campaign to any specified unit
of geography. In many cases this is a certain set of DMAs, and in some
cases it is proximity to a retail outlet, etc.
JF: You say that it captures information about where people are
connecting, so I assume there is some IP identification. Is this
captured from the mobile handset? By what means do you capture this
type of data?
AB: Placecast operates across Wi-Fi, Fixed Broadband and Mobile
connections. In each of these scenarios, it can be different. In some
cases we work with the service provider to obtain location information,
while other times we infer location from the content itself, and
finally in mobile we can consume location from any source - GPS,
JF: Does the ability to capture "where people are connecting" factor
in the actual demographic characteristics of the persons location at
that time? Does the advertising match the person, or the demographic
characteristics of the area? For example, if a person is in downtown
Manhattan, will the ad match to local retailers or the demographic
characteristics of that person, who may actually be from Iowa?
AB: Placecast has a complex set of algorithms for deciding what ad
is most relevant to display, which can take into account real-time
positioning data, advertisers' store locations, demographic data for a
location, as well as many other variables.