Knowing where someone is as they consume media can be a powerful tool in the hands of a journalist, publisher or advertiser.
And as use of GPS-equipped mobile devices has grown, so has interest in and competition to provide location-based services such as tailored news and information, advertisements, coupons, travel guides and more.
Recently, it seems like every digital media and advertising conference has sessions about things like “geo-location” and how to provide local services on mobile devices.
The Ad:Tech conference earlier this month in New York, for example, had three geo-location seminars with executives from:
- Geo-location services Foursquare, Loopt and Gowalla, all of which let users “check in” from where they are, give and receive recommendations, receive rewards and communicate with friends on the services. Foursquare is the leader with a reported 4 million users as of October.
- Companies such as Outside.in, which aggregates and assembles news by geography from multiple providers.