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The Marketer's Guide to IP Geolocation

White Paper

The rise of the mobile internet is changing the way consumers interact with online services. It is characterised in terms of a generation that expects to browse and shop online at any time, in any place on any device and there are both opportunities and challenges for companies.

The opportunities stem from an almost unlimited number of touch points. It is now possible to reach consumers on the train to work, on the high street or when they go out for a drink or a meal in the evening.

Download this paper to discover how identifying location and other connection characteristics of consumers helps companies deliver more contextually relevant advertising and content.

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The value of IP Intelligence in a multiscreen world

Against this backdrop of mobile proliferation are the subtle yet critical differences of device usage. The majority of media consumption is screen based. Consumers move between devices to achieve what they want and the vast majority of people use multiple screens sequentially.

Smart companies recognise this and deliver the customer experience accordingly. For example a tablet is more geared towards research and planning. The smartphone view is more about the ‘now’, and the priorities are accordingly different. It is essential to be relevant to consumers’ needs in the moment and connect with information they are looking for. Equally important, the line between TV and internet advertising is blurring. As the IAB has pointed out, the ‘living room’ of today looks very different from its counterpart ten years ago.

Today, the average living room will have at least two screens (including tablets and smartphones) and probably more. Viewers now interact with programme and device. Online shopping is also a multiscreen activity. For example, people may browse on smart phone or tablet and buy on a laptop. The smartphone by contrast is used for the majority of spontaneous purchases.

65% of smartphone users agree that when conducting a search on a smartphone, they look for the most relevant information regardless of company providing the information.

Source: Google

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Mobile customer journey moments

Curiosity can be triggered by anything and satisfied at any time

66% of smartphone users turn to their smartphones to learn more about something they saw in a TV commercial.

Our digital lives connect to our physical world

“Near me” searches have grown 2X in the past year.

We seek instruction for just about everything

Searches related to “how to” on YouTube are growing 70% year-over-year.

Mobile assists in purchases across channels

82% of smartphone users consult their phone while in a store.

The value of IP Intelligence in a multiscreen world

Often people access the mobile internet with the inbuilt geolocation tools turned off. Users are 80% more likely to be on a Wi-Fi network due to speed, convenience or cost, around 20% connect via 3G, 4G or LTE. This means that the vast majority of mobile traffic is not easily targeted. And that is the beauty of using IP data to target mobile users, because there is no requirement to opt users in.

IP geotargeting can therefore target virtually 100% of mobile traffic, 80% of mobile Wi-Fi traffic at a city / postcode and Wi-Fi level, with the remaining 20% of mobile (3G/4G/LTE) connection traffic location-targetable at a country level. Additionally detecting location, connection speed, type and device allows companies to create advertising and content that reaches consumers at the most relevant point in time across the customer journey, delivered in the right context optimised for the device.

NetAcuity Pulse™ is Digital Element’s mobile device derived data service. This data is derived from mobile devices, billions of real-time data signals and Wi-Fi connection points. It can accurately determine the Wi-Fi location without the need for opt in, all whilst respecting the user’s privacy. Additionally NetAcuity™ can detect other critical data parameters such as connection speed, carrier and device type, providing the tools to help create contextually relevant and compelling multi-screen customer journeys.

IP geolocation can also be used as part of a multi-layered mobile marketing strategy helping gain trust to get buy in to opting in for more granular location targeting such as GPS. Moving the consumer down the purchasing funnel and helping to expand the user base that can be geo-fenced.

Use of consumer geo-intelligence is critical for delivering best in breed mobile marketing for brands and agencies.

- Anne Frisbie, Vice President Global Alliances, InMobi

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Not all IP vendors are created equal

There are several suppliers and systems available that can determine where an IP is and for a small investment an answer can be provided, but is it the right one? Determining the correct location of an IP address and discovering other useful IP intelligence data such as connection speed and mobile carrier requires advanced infrastructure analysis, as opposed to simply scraping internet registries or repackaging publically available free data.

Digital Element’s premium IP solution, NetAcuity™, at its most granular level, can accurately locate a user down to the city/postal code sector level and identify Wi-Fi connection location without becoming personally identifiable. It is also the only IP solution in the world that has been accredited by the Media Rating Council.

The coverage is global, accuracy is 99.99% at a country level, and the data is refreshed weekly. It can also determine how a user connects; enabling the identification of data that companies need to target mobile users. This is achieved by combining IP routing infrastructure analysis with anonymous location insight gleaned from a network of global commercial partners.

NetAcuity™ is an effective one source solution that is simple to integrate into companies technologies and manage in-house. Conversely, publically available data has patchy global coverage, is rarely updated, is limited in terms of data parameters identified and is inherently inaccurate.

We found Digital Element’s IP geolocation technology to be the most accurate in the market. We use it to locate bid requests right down to postcode level, vastly extending the reach of our mobile geotargeting capabilities

- François Deschênes, Director of Product Development at Adbrain

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