July 28, 2015: A recent study conducted by xAd found that more than three-quarters of today’s mobile marketing campaigns employ location targeting, with the ads also focusing on user’s search behavior and interests.
Using location to optimize mobile ad campaigns is done for several reasons, according to the results. It’s primarily used to target a specific audience, but to also engage customers near the advertiser’s business:
Setbacks With Location Targeting in Mobile Campaigns
Out of those surveyed who weren’t using location targeting in their mobile advertising campaigns, many found the following issues, in order:
- Inability to measure success