SAN FRANCISCO, CA — (Marketwire) — 08/15/12 — It-s often said that we are creatures of habit and that we tend to travel in the same circles. JiWire, a location-based mobile media company, is using data to show just how close those connections are between our physical location and our behavior. Named the Location Graph, the data provides a unique look at how people-s behavior is interconnected with their locations and each other.
Here are just a few interesting findings from the Location Graph:
Sixty percent of women eat at the same three restaurants each month
Moms who go to beauty salons also tend to frequent health clubs, child care centers, counseling services and restaurants
Twenty-three percent of people who go to Peet-s Coffee & Tea also go to Starbucks
JiWire also examined loyalty trends, finding that thirty-two percent of those who shopped at a Best Buy also shopped at a competitor-s location
“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.”
JiWire-s data, which is fed by the largest pure latitude and longitude network known today, includes more than 3 billion location tags and continues to grow by more than 16 million per day — a rate that will effectively double the database over the next 6 months. With that information they are able to build an anonymous profile of a person based on their past and present location. For example, a mobile user may visit a children-s park, grocery store, zoo and maternity store within a given month, qualifying that user as a parent. JiWire then incorporates third party data and a machine learning algorithm to continually refine and improve the profile — they have profiled over 500 million devices across their network. This patent-pending process is the most sophisticated form of audience targeting that the mobile industry has seen.
This result is a win for users and advertisers alike: consumers see ads that are more relevant and advertisers are able to reach the right audience on mobile with the right message. Beta testing partners have seen a 30-40 percent increase in click-through rates in ads that use Location Graph data and big brands, like Microsoft and Comcast, have already started taking advantage of this information. “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. Mobext is a mobile media planning agency with offices in 15 countries.
JiWire notes that defining audiences on mobile is nothing new — most mobile audiences are defined by using content as a proxy or using geofencing. However, both have significant limitations: content targeting is only able to target based on content or web category, not individual user behavior. JiWire notes that location itself is a better proxy for intent, because where a person has been is more important than the mobile apps or websites they visit. Geofencing, on the other hand, is one-dimensional and has a great deal of waste: it assumes that everyone in a geofence is a customer and people are only “in market” when near a store. It is also limited in scale and misses the opportunity that potential customers are also potential customers outside the geofence. JiWire can now provide deep insight into consumer patterns — similarities, frequency, loyalty, and more for brands or anyone using the Location Graph.
“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.”
The Location Graph is certified by TRUSTe, the leading provider of privacy management solutions. This partnership ensures people-s safety and privacy on mobile devices. The TRUSTed Mobile Ads privacy management solution allows anyone to easily opt-out if they do not want to receive targeted ads. Additionally, the program guarantees that all data is stored and handled in a way that protects the user-s privacy. “TRUSTe is excited to partner with JiWire and help power this innovative mobile advertising solution which benefits businesses and consumers by providing highly relevant advertising in a privacy-friendly fashion,” said Chris Babel, TRUSTe CEO.
To see some findings from the Location Graph, please see this infographic: .
JiWire is a leading location-based mobile advertising company that reaches the on-the-go audience. The network enables advertisers to reach 55 million unique users each month and deliver ads in and around a person-s physical location. JiWire-s network targets audiences on mobile phones, tablets and laptops through its public Wi-Fi channel and in-app ads. The app network includes some of the leading location-based appsJiWire-s ad network delivers locally-relevant ad campaigns for Fortune 250 companies who want to -locationize- their brands at significant scale across North America. For more information, please visit or call (415) 877-4711.
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Jillian Gerig
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