JiWire’s Location Graph Broadens Mobile Ads Targeting Audience

A study by JiWire, a location-based mobile media company, brings a stone to the maturity of the public regarding behavior and location to help marketers target specific audiences.

The company introduced a new tool called the “Location Graph,” which ingests billions of location based ad impression from the company’s location media network and builds profile based on the types of places people visit, from beauty parlors to drug stores to airports.

“The first step in all of this is understanding the location graph: how all of those locations are interconnected in the same way people are interconnected, in the sense of a social graph,” said JiWire’s Interim CEO David. “Different types of audiences move in different types of patterns, and their behavior are largely based on their locations.”

JiWire’s database includes more than 3 billion location tags pulled from latitude and longitude information that connects to a real place. The new location graph is an attempt to pull more meaningful insight from all that data.

The location graph also combines third party and a machine learning algorithm data, and relies on historical and present location information to improve campaign performance in distinguishing behavioral patterns between moms and dads and students.

According to the study, sixty percent of women prefer to eat at same three restaurants each month. Moms visiting beauty salons are also likely to visit counseling services, restaurants, health club, and child care centers. Twenty-three percent of people who go to Peet’s Coffee and Tea also go to Starbucks. Additionally, Thirty percent of people who shopped at Best Buy also shopped at a competitor’s location.

A mobile user, for example, that visits a maternity store, zoo, grocery store and a children’s park within a month, suggested that person is likely is a parent. Such information can help marketers target look-alike audiences.

“The Location Graph offers deep insights into user behaviors, some more expected than others. We all know that people tend to travel in similar circles, and it was extremely exciting to actually see what those patterns looked like,” said David Staas, interim CEO of JiWire. “Using location, we can see how similar audiences tend to exhibit the same patterns and compare them to other audience segments – like moms vs. dads vs. students, etc. The ability to find and create look-alike audiences is going to completely revolutionize the way people think about mobile and location.”

Location Trends for targeted campaigns

With the Location Graph, JiWire is in a better position to identify a user for an advertiser to push out general brand advertising to build awareness. The company reported that the beta testing of the location graph tool among its audience of 55 million on mobile phones, tablets and laptops has seen a 30 percent increase in click through rates. In addition, brands like Microsoft and Comcast are using these services to boost their mobile campaign results.

“I think using location, not just present location but present and historical location, is a smart way to define an audience. As such, JiWire’s latest solution appears to fill a void in the marketplace for mobile marketers,” said Phuc Truong, Managing Director at Mobext, a mobile media planning agency.

Having a history of user’s preference location, stores can use geofencing technology to broadcast an ad or an offer, and can now provide deep insight into consumer patterns.

“JiWire’s Location Graph is a huge step forward in moving beyond geofencing physical locations to apply location history as a means of gaining insights into discrete audiences,” said Gabriel Cheng, Group Head of Media Solutions at Ansible Mobile. “The additional context provided by location history, coupled with the other targeting criteria we rely on, is a great example of how innovation can add to proven methodologies and ultimately elevate the true value of mobile. This is poised to be a game-changer for the mobile ad industry.”

JiWire is not the only company that is putting mobile data to use. App Annie’s mobile tool helps businesses to access to the highest quality app store analytics and market data.