{"id":743792,"date":"2025-03-25T05:11:34","date_gmt":"2025-03-25T12:11:34","guid":{"rendered":"https:\/\/www.esri.com\/about\/newsroom\/?post_type=wherenext&p=743792"},"modified":"2025-03-25T05:11:34","modified_gmt":"2025-03-25T12:11:34","slug":"advertising-effectiveness","status":"publish","type":"wherenext","link":"https:\/\/www.esri.com\/about\/newsroom\/publications\/wherenext\/advertising-effectiveness","title":{"rendered":"Advertising Insiders Talk Location Intel"},"author":501,"featured_media":0,"parent":0,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"sync_status":"","episode_type":"","audio_file":"","podmotor_file_id":"","podmotor_episode_id":"","castos_file_data":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","_links_to":"","_links_to_target":""},"categories":[],"tags":[278722,11272,20762,387072],"department":[476822],"wherenext-category":[],"industry":[],"class_list":["post-743792","wherenext","type-wherenext","status-publish","format-standard","hentry","tag-advertising","tag-demographics","tag-marketing","tag-psychographics","department-data-and-ai"],"acf":{"short_description":"An Advertising Week panel discussion reveals a source of competitive advantage for marketing firms: location intelligence.","pdf":{"host_remotely":false,"file":"","file_url":""},"flexible_content":[{"acf_fc_layout":"content","content":"While AI and retail media<\/a> dominated a recent Advertising Week conference<\/a>, a different conversation was brewing among some industry insiders: the importance of location intelligence in reaching customers and improving advertising effectiveness."},{"acf_fc_layout":"sidebar","layout":"standard","image_reference":null,"image_reference_figure":"","spotlight_image":null,"section_title":"","spotlight_name":"","position":"Left","content":"Snapshot<\/strong>: At a recent event, two ad industry experts explained how location intelligence helps them boost advertising effectiveness and avoid waste.","snippet":""},{"acf_fc_layout":"content","content":"As brands like Home Depot and PepsiCo gathered, forward-thinking executives shared how geographic data is transforming their approach to customer engagement.\r\n\r\nInnovative marketing leaders at Fortune 500 companies are using geographic information system (GIS) technology<\/a> to glean insights from anonymous demographic, psychographic, and human-movement data and deliver precision-targeted campaigns.\r\n\r\nFor Scott Moran, head of product at Ampersand, a TV advertising sales company owned by Comcast, Charter Communications, and Cox Communications, GIS helps ensure messages reach the right audiences within a designated market area (DMA).\r\n\r\nFor Ricky Cadden, director of digital strategy at Balcom Agency, a full-service marketing firm, location analysis creates value for clients by furnishing a deeper understanding of consumer habits and media appetites.\r\n\r\nHear what Moran and Cadden had to say about turning location intelligence<\/a> into competitive advantage in these excerpts from their Advertising Week panel discussion.\r\n