What you need to know.

At the heart of location-based technology is the ability to reach those audiences affected by fragmentation of media, specifically Generation Yers. These 16 to 27 year olds require extra attention to the “what’s in it for me” clause that we, as advertisers all learn in our younger years of study.

Engagement is key and location-based technology has brought these brands to the forefront of consumers’ minds by being relevant, relatable and just plain fun with check-ins, badges, and other intangible items that while only survive in the digital world are invaluable to consumers.

Forrestor research finds that millennials consume all types of digital media and use every wireless service of their mobile phones, not to mention their strong effect on brands just looking for a friend.  Did you know that Facebook users spent 41.1million minutes online—that’s more than media giant Google!

Here’s the deal.

So, this is the future. You have a homing device in your purse, okay guys…maybe pocket. This is the age, an all new arena of hyper-local targeting. Technology has evolved to not only target specific consumer behaviors and purchasing patterns but also geo-target using location-based mobile advertising and branded media like applications and consumer based platforms.

Who’s doing it best.

Mash-Up: Feat. FaceSquareWallaPon

Facebook Places

Check it out by checking in.

Status updates, @mentions and profile information are all privacy concerns of yesteryear.  Today, Facebook users are sharing specific location information and activities with the ability to tag accompanying friends. Brands began offering discounts, rewards, and even donation opportunities that continue to have the inevitable possibility of going viral.

Coming up:

FourSquare’s points and badges, oh my!

Gowalla and branded trips.

Groupon’s takin’ it to the local level.