They may not have needed another reminder, but Pokémon Go has shown advertisers that they can no longer get away with boring, irrelevant or annoying ads. Advertisers can serve interactive native video ads instead of standard video ads. Consumers interested in an ad, for instance, can be asked to shake or spin the phone instead of touching the screen. Advertisers wanting to communicate with consumers will need to be creative and engaging.īrands can consider weaving interactive games into their ads, or experiment with other imaginative forms of content such as rich media or responsive ads. In this way, the game reminds us that consumers young and old seek entertainment, whether they are at home scrolling on their phones or running to the nearest PokéStop. Of course, Pokémon Go did more than simply capitalize on our familiarity with location services: It seized an exciting, cutting-edge technology - AR - to immerse users in a world of fun and 1990s nostalgia. Instead of targeting everyone who comes within 100 meters of a store, a discount clothing retailer can target only those who frequently visit similar retailers or browse related merchandise. With historical location data and browsing histories, for instance, brands can more accurately identify and target their ideal audience for improved campaign performance. ![]() For example, they can serve consumers a map that indicates the nearest store location and suggests the quickest way to get there.Īnd just as the creators of Pokémon Go used troves of Google Map and historical location data, brands, too, can layer real-time data with other consumer insights. Instead of delivering a generic ad, brands can also use location data to craft unique and highly effective ads. With proximity targeting, for instance, brands can serve ads when a consumer comes near one of their stores. For Pokémon Go gamers, there are no new features to download or headsets to buy, so it’s quick and easy to join the Pokémon World.įor marketers, location data can boost both online engagement and in-store foot traffic. One of the reasons for Pokémon Go’s high adoption rate is that it relies on features and capabilities its audience already knows and uses - like cameras and location services. Harness the Insights and Capabilities of Location Data Brands looking to meaningfully engage with consumers and make use of location data can learn valuable lessons from the app that changed the game for advertisers.ġ. How did Pokémon Go become such a game-changer? It was able to capitalize on some of the biggest digital trends of our time, including the rise of geolocation. It also had a huge impact on advertising, too, showing brands new ways of engaging consumers and driving foot traffic. history, the app shook the gaming world, bringing the promises of augmented reality (AR) to daily life. The release of Pokémon Go last July and its near-instant success was a watershed moment in many ways. This time last year, people around the world found themselves riveted to their mobile phones, prowling around parks and walking into pizza shops in hopes of spotting - and catching - wild Pokémon.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |