“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Lorry Destainville, product development director at Glow.
I used to be a geoskeptic. This is an industry term I just invented.
Advertisers used to approach me breathlessly thirsting for geotargeting across their campaigns. I’d ask them with arched eyebrow, “Why? In all honesty, I’m not sure I see added value in layering national campaigns with geospecific targeting.”
What I got to see next were several pairs of disappointed puppy eyes. The puppies wanted to geotarget.
So I asked myself: Why is everyone talking about geotargeting? It was time to dig out my scuba suit and deep dive into the hype.