Geo-Precise Targeting Shows Marked Rise

Share this article:

Nearly four-fifths of mobile ads in the first quarter homed in on specific locations and behaviors, xAd reports.

Geo-Precise Targeting Shows Marked Rise
Precisely Pinkberry
 

Mobile advertisers employed geo-precise targeting in 79% of their campaigns in the first quarter of 2014, compared to only 58% of campaigns during the same period last year, according to mobile ad platform xAd's evaluation of its traffic. Ninety-five percent of retail, restaurant, and automotive brand campaigns were geo-precise.

Geo-precise ads target specific behavior or GPS coordinates instead of cities or zip codes used in standard geo-targeting. Such high usage levels had been observed previously only during holiday periods, when time-sensitive conversions are the paramount goals of promotions, according to xAd's Q1 overview, “Reaching Your Audience on Mobile.”

Geo-location techniques vary slightly by vertical. While retail, restaurants, and auto companies are the three biggest users of mobile geo-location tactics overall, the three leading verticals using xAd's location-based demographic and behavioral targeting services are telecoms, retailers, and entertainment companies.

xAd's clients include Columbia Sportswear, Dunkin' Donuts, Outback Steakhouse, and Pinkberry.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Mobile Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Mobile Marketing

Can Blackberry's New Device Find a Place in Today's Crowded Mobile Market?

Can Blackberry's New Device Find a Place in ...

Consumers remain enraptured in the latest products from Apple and Samsung. Will shoppers give the new Blackberry Passport the time of day?

7 Ways to Boost Mobile B2B Marketing

7 Ways to Boost Mobile B2B Marketing

B2B customers are just as if not more mobile-oriented at work as they are as consumers.