Thinknear launched the first Location Score Index in May 2014 to provide marketers with the transparency they need to understand the quality of mobile location data. Location-based mobile advertising opens the door to reach consumers in new and exciting ways, but understanding location accuracy is crucial to campaign effectiveness.
This Q4 report is our third edition of the Location Score Index and confirms that there is no easy answer to the industry's location accuracy issues. While the volume of mobile programmatic inventory has greatly increased over the past year, finding the highest quality data continues to present a challenge to marketers. Download the latest report to understand what is happening in the programmatic space and how the quality of location data can impact your campaign.
This report includes insights on:
The current state of location data quality in the mobile ecosystem
How location data is generated
The difference between precision and accuracy
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“There are enormous opportunities in mobile but as marketers, we are constantly evaluating tools to help us get the best data possible. Location Score helps us to be smarter, ROI driven buyers and will help accelerate the industry to move towards more accurate location data.”
—Amit Shah, VP of Marketing, 1-800-Flowers.com
“Precise location data is unique to mobile, giving brands and retailers an extraordinary opportunity to drive affinity, foot traffic, and most importantly, sales. We applaud Thinknear’s Location Score effort - it clarifies and quantifies the value of the accuracy of the data. So not just location, but accurate location, is critical to ensuring that location data has a direct and strategic impact to advertisers and publishers.”
—Victor Milligan, CMO, Nexage
“In the PC world, marketers are demanding verification of “viewability.” It has become a new currency and is gaining traction. Location Score may become an equivalent kind of metric for mobile display advertising — a way for marketers and advertisers to have confidence that they're actually getting what they paid for.”
—Greg Sterling, Opus Research
“We’ve seen that the quality of location data makes a significant impact on campaign performance. Location Score is a great tool that will help us ensure that targeting is accurate and that performance is optimized for our clients.”
—Alex Richter, Camelot Strategic Marketing & Media