Advertising and Location-Based Services

If you follow my blog or my activity on Twitter, you might wonder why someone who works for Microsoft Advertising talks about location-based services, such as Foursquare and Facebook Places. This is because if a brand advertiser is using, or thinking about using, a location-based service (LBS) to market their brand, then they’re also ready to start using Microsoft’s:

  1. Mobile advertising (aka, marketing on mobile devices via mobile browse ads, in-app ads, and mobile search, which is inherently local)
  2. Geo/Location-based targeting (aka, advertising targeted to people based on where they’re located)

The reasons for my thinking is that location-based services require the consumer to have a mobile device, so advertising your brand on mobile devices makes sense if the brand is already investing in LBS. Plus, the LBS products are largely unknown or unused by the general public, so an advertiser needs to reach out to a large audience to help drive awareness of their LBS efforts. This is where Microsoft can help: We’ve got a large audience that we can target ads to based on location and we offer a variety of advertising on mobile devices.

Related to location-based services, of course, is social media. As I’ve mentioned in previous blogs, Microsoft Advertising also has a few social advertising options too.

You can contact Microsoft Advertising in the United States, Europe, Asia, and Latin America to help with any of these ad solutions.

I’m also happy to help answer questions, but please know that my day job has me focused on the biggest advertisers and agencies of the world, so I might not be the best resource for smaller businesses (aka, not global billion $ businesses).

Brian Groth

[Full disclosure: Yes,I work at Microsoft, but I also find location-based services to be a very interesting topic from both a marketer’s point of view and as a consumer. You can often find me in Seattle checking in on Foursquare or Facebook Places just for the fun of it.]

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