IAB Launches Mobile Location Data Handbook

IAB Launches Mobile Location Data Handbook

IAB Australia has published its Mobile Location Data Handbook to give marketers guidance on how to use mobile location advertising to acquire and retain audiences.

Carlotta Vittori
Posted by Carlotta Vittori

The 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.

Produced by the IAB Mobile Advertising Council, 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.

According to IAB chief executive Vijay Solanki, mobile is now the go-to device for consumer and marketers alike.

“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,” he said.

“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 recent quarterly IAB Device Ownership Trends report from January 2017 noted that 84 per cent of Australians over the age of 14 have a smartphone, and that 72 per cent of them use that device to access the internet.

“The potential of mobile location data is profound,” Rick Knott, IAB Mobile Council chair and regional director at Celtra, said.

“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

You can download the handbook here.