Pinkberry drives in-store product launch trial via mobile advertising

Frozen yogurt chain Pinkberry launched a location-based ad campaign that served up mobile coupons to lure nearby consumers into stores in April.
The ads ran within the Pandora iPhone app with creative that showed consumers how many miles away they were from a Pinkberry location.
When clicked on, a landing page presented an offer for $1 off of a greek yogurt product. The landing page also included directions and a click-to-call option.
The coupon was redeemable by showing a screen grab of the ad at the point-of-sale.
As marketers increasingly look to make mobile ads more contextual and relevant to consumers, location and targeted data has been one of the biggest growth areas in the industry this year.
In Pinkberry’s case, consumers are more inclined to interact with the banner ad since it ties together an offer with a specific location.

• When consumers tap on the mobile ad, a landing page is brought up with four tabs that run across the top of the page – home, map, details and call.
• The homepage of the ad shows the offer, which runs through April 30. Consumers can save the coupon by taking a screenshot of the ad to show at the point-of-sale.
• Under the maps tab, consumers can view the address and directions to the nearest Pinkberry store.
• Additional information about the product is under the details tab, and consumers can choose to call the local store via the ad.
• Tying a coupon to a location-based ad is a great way for Pinkberry to drive in-store trial of a new product.
• Additionally, by giving consumers a click-to-call option and a map help consumers find the store directly from the ad unit.

Quiznos location based ad campaign
Similar to Pinkberry, Quiznos also banked on location this year to make a mobile advertising more effective.
Quiznos worked with Sense Networks on a campaign in Portland, OR that targeted consumers who had been at the sandwich chain’s competitors, including Subway and Jimmy John’s within the past 30 days and were within a three-mile radius of a Quiznos location.
In total, Quiznos’ campaign delivered 3.7 million new impressions and saw a 20 percent boost in coupon redemptions compared to similar nationwide campaigns.

Location-based advertising (LBA)
It is a new form of advertising that integrates mobile advertising with location-based services. The technology is used to pinpoint consumers location and provide location-specific advertisements on their mobile devices.
The push approach is a more versatile approach and is divided into two types. A not requested service (opt-out) is the more common approach amongst the two approaches as this allows advertisers to target users until the users do not want the ads to be sent to them. But the opt-in approach refers to a contrasting paradigm. In this the users can determine what type of advertisements or promotional material they can receive from the advertisers. The advertisers have to abide by certain legal regulations set in place and respect users choices.
In contrast, the LBA pull approach, users can directly search for information by entering certain key words. The users look for specific information and not the other way around. For example, a traveler visiting New York could use a local search application such as WHERE on her device to find the nearest local Chinese restaurant in Manhattan. After she selects one of the restaurants, a map is provided as well as an offer of a free appetizer good for the next hour.
For pushed-based LBA, users must opt-into the company’s LBA program; this would most likely be done via the seller's website or at the store. Then users would be requested to provide their personal information, such as mobile phone number, first name, and other related information. After the data are all submitted, the company would then send a text message requesting users to confirm back the LBA subscription. Once these steps have been completed, the company can now use location based technology to provide their customers with geographically based offers and incentives.
For pull-based LBA, users interact with local, typically mobile sites or applications and are presented offers in a standard pull advertising model. Location-based advertising companies like go2 Media aggregate local listings from yellow page companies, local directories, group discount businesses and others. Users are presented these ads as display advertising integrated with publisher content or search advertising in response to user queries.
Basically, we drive around and collect cell-tower and Wi-Fi signals in different cities. With the help of a proprietary algorithm, we can quickly decode where a smartphone or featurephone user is located, how much time he or she ends up spending at one or multiple locations, how many times a day or a week he/she would be found at those locations, what he/she does there, etc. Using this information, we manage to create consumer profiles that we have put in different buckets such as, say, student, traveller, etc. This database can be leveraged by brands to micro-target consumers," Mathews says.
AdNear doesn't push ads to mobile phones directly but routes these through apps. With the Telecom Regulatory Authority of India clamping on bulk SMSes and spam, experts say the approach of routing ads through apps is effective - this doesn't break the law and it isn't too intrusive
Challenges
Despite showing promising, the LBS concept has been criticised for violating the privacy of subscribers. Mahesh Murthy, founder of Pinstorm, a digital brand management firm, puts it bluntly: "The issue of privacy has dogged most LBS firms worldwide. I am not sure how ethical it is when you are tracking a mobile phone user and attempting to understand what he does, where, etc. This could be dangerous.
Facts about LBA :
• India's mobile phone subscriber base stands at about 933 million
• LBA Accounts for only one-two per cent of India's Rs 400-crore mobile advertising market.
• $6.6B will be spent on location-based US mobile advertising in 2015, compared to $7.34B for non-location-based
Target leverages Facebook to bolster downloads for new mobile deals app
Target has invested in mobile advertising for quite some time and is one of the brands that is taking advantage of Facebook’s mobile app install units.
To get the word out about its new mobile deal Cartwheel app, the big box retailer planted sponsored posts within consumers’ mobile Facebook feeds.
The call-to-action showed consumers if any of their friends already used the app, and a click-through pulled in Apple’s App Store where consumers could instantly download it to their device.
Engagement Model used was Call to Action & Click-Through.
Uniqueness of the ad - Usage of Face book Mobile App install units and sponsored posts within consumers’ mobile Facebook feeds.
App Install Ads-One of the biggest areas of success in mobile advertisement. Challenges -Maintaining User Experience, Mobile Measurement
Video Link- Link-https://www.youtube.com/watch?v=q0mDpix0XGY