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BizReport : Advertising : February 23, 2012

Hyper-local options give mobile more play

Mobile ad platforms are going hyper-local in 2012. In response to the proliferation of smartphones and tablets, advertisers are looking for more ways to engage with consumers, especially to drive traffic to store locations. Two new offerings should offer additional consumer contact.

by Kristina Knight

HopStop is utilizing Mocean Mobile's ad serving platform to offer hyper-local, geo-targeted ads to their clients. HopStop's platform offers mobile transit and navigation tools to consumers through a mobile app; they provide services to more than 200 cities globally. Ads can be served based on users current location or destination.

"HopStop helps people get from point A to point B. We know where people are coming from and where they are going. Mocean allows us to serve ads that are targeted to the user's destination or current location," said Joe Meyer, CEO of HopStop. "With Mocean, we can target mobile ads to specific zip codes, cities, neighborhoods, street addresses, exact x/y coordinates and GPS locations. If an advertiser wants to attract people looking for directions to Times Square or target someone walking through Times Square, Mocean helps us serve the targeted ad - and they make it very easy to do so."

Meanwhile Jumptap is adding hyper-local mobile offerings through a partnership with PlaceIQ; through the partnership Jumptap will use PlaceIQ's analytics to serve hyper-local ads to mobile consumers. PlaceIQ analyzes huge amounts of data to create 'location profiles'; from those anonymous profiles merchants can target ads to grids of users at work, shopping, traveling, etc., to drive traffic to local stores.

"Jumptap's retail business experienced explosive growth in 2011, and retailers who leveraged our unique third-party data to target specific audience segments during the holiday season saw significant performance uplift," said Todd Anderman, Chief Media and Revenue Officer, Jumptap. "[The] addition of PlaceIQ's hyper-location data will help our retail partners further integrate targeted mobile advertising into their overall media mix and increase sales."

Tags: ad targeting, HopStop, hyper-local targeting, Jumptap, mobile marketing, mobile targeting

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