PayPal Helps Mobile Advertisers Target Customers
By Ina Steiner
eBay acquired mobile advertising firm Where last year, and the company, renamed PayPal Media Network, announced two new features this week that are designed to help advertisers quantify and understand how location factors into consumer brand engagement.
GeoMetrics lets advertisers compare campaign performance within different geographic parameters by pinpointing where specific customers are when they engage with brands. GeoMetrics is designed for location-targeted mobile ad campaigns, enabling advertisers to target the highest-performing mileage rings, zip codes, cities, or states in order to reach specific audience segments.
GeoAudience offers a "privacy-friendly" way to leverage location to help advertisers precisely target specific pre-set audience profiles (e.g., SUV owners) or the audience most likely to occupy a particular location at a given time of day, such as the occupants of a Financial District at 10 a.m. on a Tuesday.
PayPal Media Network explains on its website, "Leveraging our proprietary geo-fencing technology, we use local conditions to target specific areas and thousands of points-of-interest, trigger campaigns, and deliver locally relevant, engaging content into the banner ad and landing page for a custom and optimized campaign."
More information about the two new features is available on the PayPal blog.
About the author:
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to firstname.lastname@example.org.
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