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.

Technology from location-powered advertising firms like Blis is being used during the Covid era to help brand advertisers identify and reach entire households at scale. With the right targeting technology, and using historical location behaviours, brands can deliver personalised ads to multiple devices in the same home. This strategy is especially effective during times of state or county lockdowns, when essential purchases for the entire household are most likely being made by just one person.

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