Geo-Precise Targeting Shows Marked Rise
Nearly four-fifths of mobile ads in the first quarter homed in on specific locations and behaviors, xAd reports.
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.