Álvaro de Gracia (CEO y fundador de APPcelerate), Macarena Estévez y Laureano Turienzo (consejeros).

Álvaro de Gracia (CEO and founder of APPcelerate and Abacus Consulting), Macarena Estévez and Laureano Turienzo (board members).

¡Bye Bye Cookies!
Welcome Geoaudiences!

Article written by Macarena Estévez, APPcelerate advisor.

Years ago, there was a lot of talk about intrusive advertising, that which appeared in the middle of a movie, or which forced you to watch content you had no interest in. People were upset and the ads were the big enemies. People felt uncomfortable and advertisements were the big enemy.

Geographic environment, social relations and publicity

Companies have been concerned about what intrusive advertising could mean for them. Not only from the point of view of the technological investment made to have the systems ready, but above all, thinking that this would mean the return of intrusive advertising.

Consumer sentiment, however, does not seem to be fully relieved. The Forrester Analytics Consumer Technographics® Benchmark 2021 study, makes it clear that consumers are not comfortable with how companies are using their data for advertising.

However, it appears that there may be an alternative solution. Instead of focusing only on the digital environment of websites and the information that can be gleaned from it, why not look further afield, for example, to the geographical environment? Where people move also provides a lot of information.

Instead of focusing only on the digital environment of websites and the information that can be gleaned from it, why not look further afield, for example, to the geographical environment? Where people move also provides a lot of information.

Article written by Macarena Estévez, APPcelerate advisor.

Macarena Estévez, consejera de APPcelerate.

A novel concept: Geoaudience

A person routinely shares his or her position to, for example, take a cab. He shares it because he wants you to come pick him up right where he is waiting. Sharing the geographic position is something we are used to. In addition, if we take advantage of the relationship between the places where we are and people’s possible interests, we can get appropriate messages to them at the best times. Why would it bother me to be sent interesting offers just when I am in my usual shopping store? There is no better time!

Different geo-information sources provide sociodemographic data, points of interest, mobility, traffic, consumption, and many more. By combining all these sources we can find out which people are in which places and when. And this gives rise to the birth of a new concept, Geoaudience, an anonymous audience, contextualized to geographic data and consenting for their own benefit to be impacted based on their geographic location.

By seeing where people move around we can estimate where they consume, when, what, how, as well as how they interact and in what type of events or places. With this, we can expose you geographically to advertising with appropriate content, so that we are less intrusive.