Ian James, GM International at Verve talks through the benefits of using location-based data next year to better target affiliate campaigns on mobile.

In 2017 we saw mobile account for a phenomenal 43% of all digital advertising. This created the conditions for a – perhaps inevitable – consumer backlash. The smaller space available on a mobile screen arguably increases the chance of alienating a user, if the creative and targeting are not carefully planned using the right sources.

Sure enough, in 2017 we saw consumers continue to take action against ads they saw as intrusive and annoying and we saw brands question the reliability of the digital metrics their media agencies were reporting.

However, I’m extremely optimistic that 2018 will see the industry work together to address such issues.

A maturing technology with the potential to play a big role in rebuilding trust and informing highly targeted campaigns on mobile in 2018 is location-based marketing. Accurate and precise location data uniquely allows marketers to meet and exceed expectations.

Location-smart SDKs (Software Development Kits) are already proving transformative by providing location data which enables advertisers to paint an accurate picture of their consumers, providing a level of insight that inspires creativity and empowers advertisers to create experiences that people value.

As creativity grows throughout next year and consumers experience better targeted advertising from brands that genuinely reflects who they are, confidence and trust will be repaired.