Location-based advertising has always been a core tactic in marketing. From vendors hawking fruit and vegetables on the sidewalk to DMA-targeted television ads, marketers have established direct relationships with consumers by engaging them where they are with messages that motivate action immediately and nearby. The rise of the internet for the first time enabled this capacity to engage consumers in this most relevant and resonant way, and mobile advertising has amplified it even further. Ad spend is moving rapidly into location-based marketing: eMarketer projects $26.5 billion in mobile location-targeted ad spend this year, growing to $38.7 billion by 2022.
Following the December 2018 release of “Defining the Data Stack,” which, among other things, provides definitions across the data spectrum, IAB Mobile Marketing Center of Excellence’s Local Committee concluded that a comprehensive set of definitions specifically around location-based marketing was needed. Much has changed, so the time was right to come together to mutually define (or re-define) the terminology of this growing tactic.
A working group was formed to capture the language specific to location-based marketing beyond those in “Defining the Data Stack” – the terms and concepts that brands and marketers should know so they can effectively and intelligently consider and activate location-based campaigns. Applicable definitions were extracted from “Defining the Data Stack,” and terms unique and distinct to location-based marketing were added to create the most comprehensive glossary in the ecosystem today.
“With the swift growth in mobile location-based marketing, it is essential that the ecosystem maintain a baseline understanding of how this tactic can attract and retain loyal customers while maintaining their privacy and security of their data, “said Adam Sweet, Director of Business Development, Non-Gaming at InMobi, and co-chair of the working group. “The first step in accomplishing this is agreeing on a shared vocabulary. By speaking the same language we hope to streamline greater adoption of location-based marketing campaigns.”
“Most of what is included in this document should be familiar to most marketers and agencies, however, like with any language, the same word has different meanings for different people.” Said Dan Maxwell, Vice President, Product, Data and Analytics at PlaceIQ, and co-chair of the working group. “It is our hope that this Glossary will eliminate confusion among buyers and planners of the common terminology in location-based marketing and facilitate further growth.”
The Location-based Marketing Glossary is a living document and will evolve as the language around it progresses and changes. The Mobile Center’s work will continue with the objective of maintaining an accurate and thorough resource to strengthen communication and, just as importantly, lessen incorrect and inaccurate usage.