IAB launches Mobile Data Location Handbook to help marketers better use mobile location advertising

The Interactive Advertising Bureau of Australia (IAB) is looking to provide marketers guidance on how to use mobile location advertising to acquire and retain audiences via the publication of a new handbook.

Produced by the IAB Mobile Advertising Council, the Mobile Location Data 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.

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.

IAB CEO Vijay Solanki said in a statement: “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 handbook follows on from the recent quarterly IAB Device Ownership Trends report from January 2017 which noted that 84% of Australians over the age of 14 have a smartphone and 72% of them use that device to access the internet.

IAB Mobile Council chair and regional director at Celtra, Inc, Rick Knott said: “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

The Mobile Location Data Handbook is available for download here.


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