MEC seeks to introduce a ‘standard currency’ for location-based campaigns

DJLT Animation
  • News
    News
  • Publications
    Publications
prev
next
What Brands Can Learn From an IPA Effectiveness Gold Winner

What Brands Can Learn From an IPA...

12/04/2017 12/04/2017

Stoptober is Public Health England’s long running, mass participation quit attempt, and one of the most effective marketing campaigns of recent times.

Stoptober is Public Health England’s long running, mass participation quit attempt, and one of the most...

Download

MEC at AdWeek Europe 2017

MEC at AdWeek Europe 2017

30/03/2017 30/03/2017

 MEC’s activity at AdWeek Europe 2017...

Download

The Age Debate

The Age Debate

14/02/2017 14/02/2017

Where do all the over 50s go? This...

Download

Spotlight on Ecommerce

Spotlight on Ecommerce

20/07/2015 20/07/2015

With ecommerce sales set to hit $1.7...

Download

Global Ideas 2015

Global Ideas 2015

13/07/2015 13/07/2015

Welcome to Global Ideas, our annual...

Download

Know the value of media

Know the value of media

17/11/2014 17/11/2014

Media Databases: the challenges and the potential in the age of convergence. By MEC UK Chief Data Officer David Fletcher for IPA. 

Media Databases: the challenges and the potential in the age of convergence. By MEC UK Chief Data Officer David...

Download

Fast Take newsbrief-Apple

Fast Take newsbrief-Apple

10/09/2014 10/09/2014

Recapping Apple's official unveiling of several new functions, features and products of interest to marketers including– the new...

Recapping Apple's official unveiling of several new functions, features and products of interest to...

Download

Magnificent 7 - September

Magnificent 7 - September

09/09/2014 09/09/2014

September's hot stories from MEC.

Download

Brands will have to earn the right to communicate

Brands will have to earn the right to...

09/09/2014 09/09/2014

Essay by Richard Bradford - 2014 IPA...

Download

I believe the future belongs to brand-drive business, not business-driven brands

I believe the future belongs to...

09/09/2014 09/09/2014

Essay by Emil Bielski - 2014 IPA Excellence Diploma Dissertation.

Essay by Emil Bielski - 2014 IPA Excellence Diploma Dissertation.

Download

The creation of brand fame in the digital age

The creation of brand fame in the digital...

09/09/2014 09/09/2014

Essay by Pete Buckley.

Essay by Pete Buckley.

Download

The future of brands lies in making loving fun

The future of brands lies in making loving...

09/09/2014 09/09/2014

Essay by James Boardman - 2014 IPA.

Download

The future of brands

The future of brands

05/09/2014 05/09/2014

Five awarded and inspiring essays by...

Download

Magnificent Seven - July

Magnificent Seven - July

15/07/2014 15/07/2014

Seven hot stories coming out of July.

Download

Mec@Cannes 2014 - The Best Bits

Mec@Cannes 2014 - The Best Bits

24/06/2014 24/06/2014

Trends and highlights from Cannes...

Download

MEC@E3 2014 - WHAT YOU NEED TO KNOW

MEC@E3 2014 - WHAT YOU NEED TO KNOW

20/06/2014 20/06/2014

Trends from E3 & Why they matter.

Download

2014 FIFA World Cup social and mobile

2014 FIFA World Cup social and mobile

13/06/2014 13/06/2014

Estimated social and mobile usage...

Download

Magnificent Seven - May

Magnificent Seven - May

10/05/2014 10/05/2014

MEC’s monthly round up of the big...

Download

Mobile World Congress 2014

Mobile World Congress 2014

07/03/2014 07/03/2014

MEC's take-outs from the Mobile World...

Download

Fast take newsbrief - Whatsapp

Fast take newsbrief - Whatsapp

21/02/2014 21/02/2014

Facebook acquires messaging...

Download

RP NO.4 - Setting the trends

RP NO.4 - Setting the trends

12/02/2014 12/02/2014

Welcome to MEC’s Review Preview...

Download

Magnificent 7 - February

Magnificent 7 - February

01/02/2014 01/02/2014

Magnificent Seven.

Download

MEC@CES 2014 - WHAT YOU NEED TO KNOW

MEC@CES 2014 - WHAT YOU NEED TO KNOW

13/01/2014 13/01/2014

International Consumer Electronics...

Download

Fast take newsbrief - Super Bowl

Fast take newsbrief - Super Bowl

06/01/2014 06/01/2014

Super Bowl XLVIII driving social...

Download

Magnificent Seven - January

Magnificent Seven - January

01/01/2014 01/01/2014

Magnificent Seven

Magnificent Seven

Download

Does your brand have momentum?

Does your brand have momentum?

06/08/2013 06/08/2013

A new approach to understanding and measuring today’s purchase journey

A new approach to understanding and measuring today’s purchase journey

Download

GLOBAL IDEAS CAMPAIGNS THAT WORK

GLOBAL IDEAS CAMPAIGNS THAT WORK

01/08/2013 01/08/2013

Welcome to Global Ideas, our annual...

Download

ANALYTICS AND INSIGHT

ANALYTICS AND INSIGHT

26/06/2013 26/06/2013

How A&I can grow your business.

Download

COOKIECUTTER TM

COOKIECUTTER TM

01/03/2013 01/03/2013

MEC’s Proprietary “Big Data” Solution...

Download

RP NO.3 - Setting the trends

RP NO.3 - Setting the trends

20/02/2013 20/02/2013

Welcome to RP No.3, a series of essays from across the MEC network that cover the most significant trends of the past 12 months.

Welcome to RP No.3, a series of essays from across the MEC network that cover the most significant trends of the...

Download

MEC @ SXSW 2013

MEC @ SXSW 2013

01/02/2013 01/02/2013

5 Notable trends & why they matter to you.

5 Notable trends & why they matter to you.

Download

News

1 / 30

Publications

1 / 8
What Brands Can Learn From an IPA Effectiveness Gold Winner

What Brands Can Learn From an IPA Effectiveness Gold Winner

12/04/2017 12/04/2017

Stoptober is Public Health England’s long running, mass participation quit...

Download

MEC at AdWeek Europe 2017

MEC at AdWeek Europe 2017

30/03/2017 30/03/2017

 MEC’s activity at AdWeek Europe 2017 was focused on challenging people in the industry to ‘brave your bias’.

Download

The Age Debate

The Age Debate

14/02/2017 14/02/2017

Where do all the over 50s go? This question is absent from the many industry debates around diversity, as gender gaps and ethnic...

Download

Spotlight on Ecommerce

Spotlight on Ecommerce

20/07/2015 20/07/2015

With ecommerce sales set to hit $1.7 trillion in 2015, there is the rapid realization that it is as important to FMCG as it is to...

Download

 
 
MEC seeks to introduce a ‘standard currency’ for location-based campaigns
14/04/2017

MEC are looking to increase transparency in the mobile marketplace with independent verification of location data.

The potential of location data is enormous. It forms an important part of the context puzzle that helps to accurately define audience segments, it can be used to target adverts to people in the right place, and it can also be used to measure the efficacy of digital adverts at driving real world footfall. For this reason, MEC is carrying out a review of the current UK location data market by looking at its accuracy and reach across various providers.

Given that there is no universal source of truth in this area, the agency is working with an independent third party, Rippll, to provide a benchmark or standard currency across providers.

In this way, it aims to achieve a like for like comparison of the quality of data from each provider, in a way that hasn’t before been possible.

This new standard for location data will then be applied across all location based campaigns in the agency, providing a currency that will help with its targeting, audience building and footfall attribution efforts for clients.

“Using this standard currency will remove the uncertainties caused from different  methodologies, and enable the introduction of third party verification to our location activity, in much the same way that we look to work with third party providers for viewability and ad verification,” said Jide Sobo, MEC’s Head of Mobile.

“The hype in the marketplace has always been that location data stored in mobile phones makes it possible for brands to deliver perfectly targeted ads. Achieving this holy grail, however, is more difficult than it may seem. It is important to look beyond the hype and to consider exactly how it might be possible to tap into location data, and what the real world limitations may be.”

 Doug Chisholm, the Managing Director of Rippll said: "We are delighted to be working with MEC as a Location Measurement Company and hope that this work will begin to demystify Location Targeting for all stakeholders and hence make it easier to buy and sell Location Based Ad Campaigns." 

Jide Sobo points out that there are a number of companies that sell POI data, but often these have different co-ordinates for the same location. And he adds that, ever since mobile advertising started to take off, around 2002, the advertising industry ‘has been talking about location as a key element to being able to target the right ad, to the right person, at the right time’. The reality is far more difficult than this, he warns, thanks to imperfect methodologies and this lack of reliable information regarding Points of Interest (POI), which the agency is now seeking to address

MEC seeks to introduce a ‘standard currency’ for location-based campaigns
close