Yesterday, Business Insider and Foursquare published a map of the most popular fast food chains in every state in the U.S. Though Foursquare’s methodology looked at the most popular chains per location, the chains were presented as the most popular overall, with Chick-Fil-A identified as top in 39 out of 50 states.
Congratulations to Factual partners Universal McCann (UM) and Cadreon for their award-winning use of location data for BMW’s mobile ad campaign! The mobile campaign was awarded two placements at The Drum Digital Trading Awards USA , including the Chairman’s Award and Most Effective Use of Data.
As Andreessen Horowitz partner Benedict Evans once put it, “Mobile is eating the world.” And location is to mobile what visuals were to television: it’s the single most differentiating characteristic of mobile devices versus their predecessor, the desktop.
Relevancy is no longer just a boon to ad effectiveness –– it’s a necessity.
In recent weeks, there’s been much discussion in the advertising community around Apple and Google’s location data policy changes. Apple’s new iOS 11 release provides additional alerting and more granular permissions for location tracking for increased transparency around applications requesting their data. Separately, Google is starting to limit the location data apps can collect from every few minutes to a few times per hour.
Our own Ocean Fine connected with Goodway Group to discuss how these updates may impact marketers. Read her thoughts on the changes directly on the Goodway Group blog here.