Even worse, if that ad shows a deal on the beverage you purchased, you feel like you missed out and your previously perfectly normal experience in the store, turns into a negative one simply because the timing of the ad was off. You then go about the rest of your day, and later that evening, as you are sitting on the couch reading about your favorite sports team, you see a 7-Eleven ad. Obviously that’s an important location signal. Let’s say you are walking in the city and you decide to grab a bottle of water at 7-Eleven. Without timing, location loses a lot of its relevance. That said, timing is even more important. If you are able to incorporate someone’s location into your strategy, that is usually a signal you would want to include. Location is super important to the value of your message. For example, if McDonald’s knows it takes a minimum of 3 minutes to walk into one of their restaurants to order something to go, then they should set that as their minimum time spent in order to count as a visit. Additionally, dwell-time is key to layer on. Tip: Use 1st party GPS data to ensure the user actually shows up at the exact location of your business. The truth is, a lot of publishers record a “visit” if someone merely passes through a geo-fence, which is a virtual perimeter around physical locations, or use the number of clicks on a “GO” button as a proxy for arrival And, you also may expect that all publishers you work with have the same rules about how to record this so you can compare apples to apples. You would think that a visit is a recorded arrival at one of your locations, and that someone spends a reasonable amount of time there to indicate they bought your product. Ironically, a “visit” is one of the most ambiguous terms in location advertising.
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