Brand messaging can also be adapted to specific locations through the use of geo-targeting. A broadcast message can be given a local context by adapting it to specific locations that host target audiences, for example a locale like the Champs-Elysees, or to an entire urban environment, slike city train stations.
With the understanding of current needs of an audience, messaging can be contextualised and made helpful; from directing consumers to the local availability of products, to tapping into the environmental mindset of its audience. Advertisers are able demonstrate their understanding of their consumer, give relevance to its products and build deeper connections with their audience.