A typical cafe, bar, restaurant etc isn’t interested in “audience.” They are interested in “customers.”
A location’s business drivers are different to a place based advertising network’s business drivers. Duh. Ask a store owner what her business needs are and she’ll probably mention attracting more customers, providing a better service to those customers, engaging them, reducing perceived (or real) wait time and ultimately selling more stuff.
A place based advertising network sells audiences. But it’s unlikely that even a fully sold ad network can move the revenue needle enough to interest a location. The network operator therefore has to deliver solutions that satisfy the location’s “customer” pain.
Simply stated, delivering customer engagement is a critical revenue driver for place based ad networks. Address that, then sell audience engagement.
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