With millions of people cooped up at home for months on end, location targeting has taken on a new purpose. While out-of-home (OOH) advertising dropped significantly this spring, the industry began to rise again in early summer as states began to loosen their shelter-in-place orders. That sort of ebb and flow is expected to continue through the fall.
In the meantime, savvy brand marketers are finding better ways to take advantage of location-targeted advertising to inform consumers about shifting variables such as store hours of operation and social distancing requirements. Despite some apprehension among advertisers worried about seeming to capitalize on a catastrophe, surveys show that consumers are OK with being targeted with ads right now.