Location Targeting for Mobile Ad Campaigns is Pretty Much the Norm
Last year, Google released a study that showed the impact of mobile on local businesses, and the results are starting to show in everyday marketing.
Data such as "50 percent of consumers who conducted a local search on their smartphone visited a store within a day" clearly shows local searchers have the intent to complete their goals (visit, call, etc.) quickly. What's more, Google reported that 4 in 5 consumers want ads customized to their city, zip code or immediate surroundings.
Whether it was Google's study or their own enlightenment, brands are overwhelmingly (80 percent) using location targeting for mobile ad campaigns. xAd, a global location marketplace, released its "2015 Global Location Snapshot" that indicates the top strategy marketers use is audience targeting, designed to reach a specific group of people. This, according to xAd, surpasses the use of proximity targeting, trying to reach people at or nearby specific businesses and points of interest.
“Around the world, marketing and ad agency leaders have realized that the power of mobile advertising lies in the context of the consumer," said Monica Ho, head of marketing at xAd, and co-chair of the Location Committee for the Mobile Marketing Association in North America. "Knowing the places, brands, and categories people frequent provides an amazing indicator of not only who a consumer is, but also what they are most interested in. With the power of location-based advertising, marketers around the world can now leverage these insights to deliver more relevant, personalized messaging to millions of people, based on the real places they visit every day.”