YouTube has come out with new tools to make the advertisements you see on the video platform more targeted and personalized. Google’s Custom Affinity Audience targeting tool, which allows advertisers to reach out to people based on their search history as they browse the Internet, will now get data from Google Maps and app installations as well.
That means an outdoor outfitter could use the Custom Affinity program to potentially reach people who have searched for skis, used Google Maps to look up a ski resort and spent time there, or have downloaded a ski resort’s trail guide app, the company explained in a blog post.
In an age where the attention span of a millennial is shorter than that of a goldfish’s, advertisers increasingly need to rely on relevance to turn the spotlight toward their products. And that’s exactly what YouTube is trying to bank on.
“Audience plus context plus intention – that is where the magic happens,” Tara Walpert Levy, vice president of agency and media solutions at YouTube and Google, insisted at the recently-concluded Advertising Week in New York. So, while demographic data or psychographic data wouldn’t be able to pinpoint whether a teenager is searching for your product or a middle-aged man, coupling the same with relevance would give advertisers a better picture of the user’s intent.
Google’s studies, in fact, have revealed that intent-based mobile advertisements command 20% higher recall value and a 50% increase in brand awareness when compared to campaigns that only use demographic audiences.
Google has also announced the launch of a new geo-based analytics solution in collaboration with Nielsen – MPA (Matched Panel Analysis) – to measure which online advertisements are driving offline sales, a field which Snapchat’s parent company Snap has also been obsessed with off late.
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It happens all the time. You send your location to a friend through an app and realize the map is showing you off by at least 20-30 feet. Frantic phone calls to deliver corrective directions follow and you find yourself cursing ‘that stupid GPS’.
But all that’s going to change soon, according to a report by IEEE Spectrum. Semiconductor company Broadcom is working on a GPS chip that can deliver an accuracy of up to 30cm – just under one feet. This is a massive improvement on the chips today which are typically accurate only up to three to five meters. This error range, often magnified by concrete jungles in urban settings, is the reason why your GPS-enabled phone is unable to detect whether you are on the road or outside your building door.
So, what’s changing?
Currently, our location is determined by single frequency GPS receivers. With more countries setting up global navigation satellite systems, we now have more satellites operating at a different and more accurate frequency. Broadcom’s new chip uses both the old and the new frequency to compute position much more precisely in urban and open environments alike.
Clearly, the chip’s incredible accuracy will allow location-based service providers to up their game and offer a richer user experience to the consumers. “For example, lane-level knowledge of the vehicle’s location vastly improves the turn-by-turn navigation performance. Further, combining this accurate location with the lane’s traffic pattern gives consumers a significantly better estimate of arrival times. In the same vein, ride-hailing applications can be enhanced to more precisely pinpoint driver and client location,” Broadcom says in a statement.
The chip, called the BCM47755, has been designed keeping minimal power consumption and footprint in mind. Broadcom, in fact, claims that it will consume less than half the power of previous generation GNSS chips. The chip will start shipping in some phones in 2018, but the company is not revealing any manufacturer or model names yet. The waiting game begins…
