All posts tagged: Location

Advertising to Tourists Using MEmob

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The Economics of Tourism in UAE

Travel and Tourism have grown to be one of the UAE’s main economic drivers for the past decade. With Dubai Expo 2020 coming this October, the expectations, statistics, and opportunities in this sector are expected to double. The travel and tourism sector contributed to more than 20% of UAE’s overall GDP with more than 20 Million tourists, 15 Million in Dubai, cumulatively spending more than 110 Billion AED in the past year. While Indian nationals rank as the top UAE tourists in 2019, it is Saudi Arabian, United Kingdom, Chinese and Russian nationals who have been the biggest spenders in the country in travel, fashion and luxury goods.

The Dubai Expo is expected to bring 25 Million Tourists from 200 countries to UAE and boost the economy to 123 Billion AED. Apart from the Travel and Tourism sector, major beneficiaries of the Dubai Expo 2020 are the QSR, FMCG, Fashion and Health industries.

Timing is Everything

These tourists spend an average of 3.5 nights in the country and spend 2,000 AED per day. So while tourists provide a compelling economic opportunity for advertisers, the time window to target them is very small. Traditional methods of audience targeting employed by most DMPs/DSPs are not equipped to handle the nuances of the Tourist segment. It is widely known that most DMPs/DSPs typically update their segments on a biweekly or monthly basis. Users aggregated as Tourists need constant real-time updates to target them while they are traveling. Often the DMP’s and DSP’s data is stale by the time it is activated resulting in wastage of ad spend.

Tourists Segments in MEmob+

Memob+ enables you to identify tourists and access them with the contextually correct timing. Memob+ analyzes over 7 billion devices across 41 countries in real-time. This results in a quantitative understanding of human mobility, in turn, revealing tourists and their offline behavior.

How does Memob+ classify tourists?

Memob+ uses multiple data points to correctly a user as “Tourist”. MEmob+ understands home location, preferred language, carrier data, duration of stay in a country, places visited during that stay and much more. Below is an example.

Discovering Chinese Tourists in UAE

Users confirmed as tourists are then aggregated as “Outbound/Inbound” Audience Cards (updated real-time), ready to be used for added behavioral analysis and campaign activation.

Tourists Audience Cards include countries from the Middle East, Europe, America, Asia, and ANZ.

Targeting tourists in MEmob+

Since the window of opportunity to target tourists is limited, you will need campaign workflows that facilitate fast activation of campaigns and offer flexibility to adjust campaign delivery while it is live. Additionally, your campaigns need to be mobile-first as mobile is the advice of choice for most tourists since they have limited/no access to desktops. MEmob+ is built to launch campaigns faster and our support team will assist in monitoring the campaign.

Email us at cmt@memob.com to unlock the power of Tourists audience segments.

AdminAdvertising to Tourists Using MEmob
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MEmob’s Location Technology

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While mobile phones keep advancing and focusing on the biggest visual changes to their platforms, this time around, the operating systems’ engineers focused on expanding feature sets and improving workflows while adding a ton of new tools for developers to give their apps more abilities than ever before.Continuity.

The most impressive new enhancement methodologies revolve around adjusting security especially through the advance tracking blockers that are being set for users whereby the new updates for the OS, Android, and IOS are hammering the SDK business with a lot of restrictions on data sharing.

Previously, the applications would read your location whether you have them open or not and this allows companies to store your data and use them. Normally, most apps request device information that companies use to build marketing profiles for each individual who has the app.

Today, the software updates that mobile industries have focused on is limiting this accessibility for those major companies. Every new phone is openly exposing every app that is reading the user’s location and giving the option to the user to choose whether the app can read the location while using the app only or never or all the time. Obviously, the users started choosing ‘while using the app only’.

This change has disrupted the location technology suppliers as they heavily relay on the SDK location data to attribute footfall to stores and see user mobility in order to collect, manage, and segment the collected data. When people run errands or perform their normal daily activities, most of the time their mobile devices are not being used therefore location tracking is not active and footfall data is not collected.

Nowadays, gathering information and segmenting your audience has become more critical with the rise of competition and similar businesses. It has become very difficult to gain loyal customers. When you collect data, and to leverage it most effectively, organizations need to integrate this data with all other customer data or risk creating inconsistent and potentially irrelevant customer experiences due to incomplete insights especially with the rise of new OS updates that render the apps from collecting the needed data. Noting that mobile phones are the most used platforms, it has become more important than ever to unify your data as an organization to include the proper and correct audience for your business.

Having the wrong technology or trackers is costly, time-consuming, and useless. Here is where MEmob comes in place. MEmob’s location data is proprietary and doesn’t rely on an SDK to read the location. We simply rely on the signals from the mobile device through the hardware itself, no need for the user to open an app to read his location, we read the hashed device ID location to attribute footfall and audience mobility. These hashed IDs are unique identifiers that are also anonymous and play an instrumental role in all the stages of every user’s journey and experience. It exists on both Android and IOS. This will allow you to monitor and analyze footfall data without relying on SDKs and without waiting for users to open their mobile devices.

AdminMEmob’s Location Technology
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