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BizReport : Mobile Marketing : February 11, 2013

Verve Mobile: Location targeting doubles mobile ad CTR

In their first "Location Powered Mobile Advertising Report", Verve Mobile reveals that location targeting doubles click-through rate performance when compared to other mobile targeting strategies.

by Helen Leggatt

verve.jpgIn its analysis of more than 2,500 campaigns delivered on its mobile platform during 2012, New York-based Verve Mobile found that location targeting outperformed non-location targeted mobile campaigns by 2X.

Overall, Verve's report (.pdf) reveals that marketers are increasingly using location-based targeting. The number of location-based campaigns across Verve's network rose from 17% in 2011 to 36% in 2012 with restaurants and retailers leading the way.

Geo-aware ads performed the best with a 1% click-through rate, compared to the industry average click-through rate of 0.4%. Geo-fenced ads achieved nearly 1% and ads targeted by city had click-through rates of around 0.9%.

Premium inventory was also found to perform up to 3X better than exchange-based inventory for location targeted campaigns.

According to Verve CEO Tom MacIsaac, location is a big deal. Writing on the companies blog he says, "For the history of digital advertising we've basically been targeting on a few things, like content and cookie data. The big new data set mobile brings to the table is location - a data set that can be as important at inferring intent, demographics, audience segments and other attributes as any we have seen to date in digital advertising. And it brings genuine value to end users - helping them find products and services where and when they want them - a key attribute of the most valuable advertising mediums."

Tags: ad performance, advertising, campaign performance, location based, mobile ads, mobile marketing

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