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TrendWatch: The wrong way to do hyperlocal

Bethany Simpson
TrendWatch: The wrong way to do hyperlocal Bethany Simpson

Pyramid Research forecasts that location-based advertising will account for 60 percent of mobile spend by 2015, or $10.3 billion. And insiders agree that location is a powerful tool for targeting consumers.


But how many companies are using location-based and hyperlocal targeting correctly? Shouldn't we be able to just geo-fence a physical location and see results? Not so much, says PlaceIQ CEO Duncan McCall.



Here are some practical tips, and ways that companies are misusing location-based advertising.





 


Here's the full interview.




Conversation Timeline


0:00 - Place IQ
0:40 - What companies are doing wrong in hyperlocal
1:43 - How to do it right
2:40 - What do consumers think?
3:45 - The adoption rate for publishers, consumers
4:45 - What's coming in the next year
5:30 - Weighing location-based ads with privacy concerns
6:10 - Top challenges you'll face
7:10 - If you're not thinking about hyperlocal, you should be


Run time is 7:47

Bethany Simpson

Bethany has worked with Fortune-1000 executives for 8 years. From 2007 to 2011 she served as director of content development for the Leadership Network, a private online community for C-Level leaders of Fortune-1000 companies and $1B+ organizations.

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