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BizReport : Advertising archives : August 04, 2015

Study: Most mobile brands using geo-targeting

When it comes to engaging mobile customers, a majority of brands in the mobile space are using location. that's according to xAd's new Global Location Snapshot, which shows 80% of global brands are now geo-targeting consumers.

by Kristina Knight

The report also indicates brand decision makers are pushing mobile - 1 in 5 decision makers say mobile is a priority while 1 in 4 agency leaders say the same. Other interesting takeaways from the report include:

• One-third (3 in 10) mobile marketers say accurate measurement is their chief concern
• Retail brands are most likely to use location based targeting
• Of those using location most use audience targeting as their base strategy
• Audience targeting also outweighs proximity targeting as a strategy

"Around the world, marketing and ad agency leaders have realized that the power of mobile advertising lies in the context of the consumer. Knowing the places, brands, and categories people frequent provides an amazing indicator of not only who a consumer is, but also what they are most interested in," explained Monica Ho, Head of Marketing at xAd, and co-chair of the Location Committee for the Mobile Marketing Association in North America. "With the power of location-based advertising, marketers around the world can now leverage these insights to deliver more relevant, personalized messaging to millions of people, based on the real places they visit everyday."

According to a previous xAd report 1 in 10 consumers who saw a location-targeted retail ad visited that store within 30 days.

Image via Shutterstock

Tags: location targeting, mobile marketing, mobile targeting, xAd

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