Kate Owen

Kate Owen serves as Digital Element’s Managing Director, Europe bringing over ten years of online advertising and technology solutions experience to her role. Prior to Digital Element, Kate spent twelve years living and working in Germany, initially in product management roles for digital publishing brands, and later heading up Business Development for the advertising network ad pepper media. In 2010 she moved to London to lead UK operations for the ad serving company Emediate. She is a native New Zealander who has lived and worked in Europe since 1994.

The power of relevance: how brands can use IP geolocation to improve advertising ROI

Internet advertising has seen a rapid proliferation over the last decade and in 2012 is predicted to outrank print ads, becoming the second-biggest global media category after TV.

The downside of this explosive growth is that consumers are becoming overwhelmed with commercial messages, making it increasingly difficult to get what’s relevant, important and interesting for them.

As such, it has never been more important for brands to cut through the advertising clutter and reach the right digital audience.

The power of where: using IP geolocation to create instant local connections online

Geography has always played a crucial role in marketing to consumers in the offline “real” world.

It shapes the way companies reach out to target audiences. It affects the way products are promoted and priced. It helps analyse consumers within a particular area, and it places restrictions on the way business is conducted due to laws and regulations in a given area.

The same holds true of course in the online world. Understanding user location can be a critical factor―and competitive differentiator―in customer outreach today.

And yet, many businesses continue to present online consumers with a single “one size fits all” approach in their online initiatives and thereby miss out on the opportunity to create instant connections with local audiences.

There is an alternative.