Geotargeting – How Businesses Are Making Money Off of Location

Knowing a user’s location is vital to offline marketing and drives increased sales. So how do businesses find the same success using location online? Geotargeting advertising and promotions isn’t an expensive or complicated process; companies are making money using location online now. In this session Quova will present case studies from leading companies including the Examiner, Continental Airlines, BBC, MLB, CitySearch, Lijit and several others that are making real money from their Web sites using location. Last year Where 2.0 discussed the challenges of hyperlocal advertising and how companies struggled to make the ‘current trickle of participation and revenue’ turn into a solid profits pipeline. This year, we want to talk about the companies who have opened that pipeline wide and are making real money serving local ads. Speaker Kerry Langstaff will talk about how companies in a variety of industries and sizes increased conversion rates on advertising and Web content by geotargeting ads with location, increasing banner ad click throughs by 200% with localized ads and geotargeting content to reach 109+ local markets. For example, Examiner.com has turned the changing media landscape into an advantage. As advertisers do not see the same value in traditional media as once before, Examiner.com offers targeting of local customers online, producing results for advertisers and a new revenue stream for the media site. The workshop will provide practical knowledge for attendees who are interested in learning how to leverage IP geolocation to improve ad profitability. Kerry will discuss: the benefits of IP geolocation; the keys things that business should consider when designing a geo-targeted campaign; and the how geolocation can be integrated supplement other marketing tactics.