Location-​Based Mobile Ads Yielding Benefits for Marketers

Geotargeting promises a big payoff for marketers who are diligent enough to collect real-​time data from potential customers and who then use the information appropriately. Many marketers, especially smaller businesses, are still smartphoneaccessoriesscrambling to determine how to make all of the pieces of this strategy work together. However, the number of successful  geotargeted ad campaigns is quickly growing.

To conquer these types of ad campaigns, a marketer should be engaged in mobile advertising and using real-​time data. While some studies show that 27% of enterprises were working toward this goal last year, a new study from Verve Mobile suggests that up to 36% of firms have used a geoaware component in their campaigns.

Marketers who use the Verve Mobile ad platform are serving the following types of mobile ads (which are geoaware):

  •  DMA: 30%
  • Audience: 24%
  • Geofence: 22%
  • Geoaware: 14%
  • Zip: 6%
  • City: 4%

Analysts point out that the DMA and audience data targeting strategies are easier to carry out because the information is based on where consumers are generally known to be instead of on real-​time data.

Specific types of marketers have learned that real-​time geotargeting can increase sales – immediately. For example, restaurants and  coffee shops know that consumers may be out looking for a meal and often turn to their phones for information on good places to go. As a result, restaurants that use location-​based mobile marketing are seeing up to 43% of served ads falling into the geoaware or geofenced category. Travel service providers and retailers aren’t far behind with 32% and 30%, respectively, of location-​based mobile ads being served as geoaware or geofenced.

As marketers get a better handle on how to use real-​time data, they have a big incentive to get geofenced ads to work properly. Those who have been successful report a “higher clickthrough rate than any of the other location-​based methods.”

To learn more about Mobile Marketing Responders, check out the report posted on the Research Store at ad​-ology​.com.

[Source: Retaurants, retail travel lead mobile geotargeting industries. Emarketer​.com. 15 Feb. 2013. Web. 27 Feb. 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.