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Advertisers can now use mobile phone signals to track shoppers

By tracking the movement of individual shoppers, advertisements can take advantage of location-based ad campaigns.

PLACED IS A new mobile “location analytics” company that builds visual 3D maps for advertisers showing where their customers are at any given moment based on signals sent out from their mobile phones.

The company believes that knowing where shoppers are when they’re not actually in the store will help advertisers buy location-based mobile ad campaigns

The maps Placed produces show high “affinity locations” for a brands’ audience in any given metro areas.

So far, the data is based on an opt-in panel 100,000-plus users in the United States who have volunteered to be tracked in exchange for shopping “incentives.” Their data is continuously mapped by Placed, based on GPS.

The technology then adds a level of intelligent modeling, so that, for instance, if a person is equidistant from a Starbucks and a bar on a Friday at midnight, the model will show that the bar is the likely location of the user.

Here are Starbucks loyalists in the Seattle area:

image

Here are fans of McDonald’s, as located in Chicago:

image

Dunkin Donuts in Boston:

image

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And Apple in San Francisco:

image- Jim Edwards

Credit for all images: Placed.com

Read: Staffing levels in Irish advertising industry remain at pre-recession levels >

More: This Mercedes ad for car suspension is very, very clever >

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Business Insider
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