Placecast is focusing on the improvement of native advertising by utilizing location intelligence more effectively. Their goal is to use location information to improve the performance and relevance of advertisements. Placecast is one of the oldest establishments in the location-based marketing sector, looking to improve on their current portfolio with a tool to improve advertisements relevance to each viewer.
Placecast Native, Placecast’s newest offering, focuses on bringing the non-invasive benefits of native advertising, coupled with the benefits of location intelligence, such as offline attribution, personalization of content, along with additional targeting capabilities.
According to Placecast, limited relevance of current advertisements is what is causing the current native ads to not perform as well as expected. Placecasts new units use “a single set of creative assets that can be dynamically reassembled” in order provide a more customized and relevant experience for the user. A key factor to increasing mobile ads relevance, is behavioral and audience data, which is obtained from location history as well as real world location.
In addition to these new units, Placecasts has 2 new patents concerning location data management. The company description of these 2 new patents are: “With Patent #9,390,136 Placecast has the ability to manage location data collected from multiple sources and associate source IDs and content within a specified area. Patent #9,378,507 covers the ability to location-target a consumer based on a multitude of place and time data, and make targeted ad decisions based on that information.”
These 2 new patents seem to involve the use of third party data, which means that will apply to many different networks and applications. This also means that companies who rely solely on first party location data might not see the same benefits as those using third party data.
With these new patents involved in improving native advertisements via location information, Placecast might once again be a major player in the location based mobile marketing arena.