On Thursday, Verve Mobile published a new “State of the Market: Location Powered Mobile Advertising” report.

In it, the well-respected force in location-based mobile advertising indicated that the health of location-based mobile advertising is strong.

“Location Powered Mobile Advertising: The Impact on the Quick Service and Casual Dining Category” explores how location targeting is exploding within the modern booming business of mobile advertising.

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According to Derek Johnson, founder & CEO of Tatango, the explosion of mobile marketing over the last couple of years has resulted in Tatango seeing an increased interest in location based SMS campaigns.

Along with that interest have come some surprisingly common questions.

“While this type of technology has been around for years, there’s still a lot of questions regarding location based mobile marketing, and concepts like mobile geofencing, and how these technologies can be used to improve your SMS marketing campaigns,” Johnson says.

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The following is a guest contribution by Rip Gerber, Founder, President & CEO of Locaid.

It’s no secret that ad impressions with any location data will demand a premium over average CPMs for mobile ads.  This premium is often two to five times over non-location-tagged impressions.  Small wonder that some (not all) mobile ad exchange platforms are goosing the quantity and quality of “location-based” impressions.  Here are three things you will never hear from your mobile ad platform sales representative.

“Only 10% of our mobile ad inventory has true location data attached to it.”   Check the numbers, only a few of the mobile ad platforms have volumes of location-based impressions to offer.  Many new companies are arriving on the scene this year, pitching you their wares.  Shop around and compare. Where, JiWire, Verve Wireless and xAd are just a few of the players bulking up on location data for mobile ads.

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Ever wonder why brands with mobile apps leverage push messaging to drive user engagement?  Or why push messaging has become such an important tool for mobile marketers?

Urban Airship, the largest provider of push messaging technology, is sponsoring a new webinar right here on MMW to discuss every facet of push messaging; including how it works and why some of the largest brands around are using the technology for user engagement and retention.  ”While the number of connected consumers continues to skyrocket, brands still struggle to drive core business goals using mobile marketing,” the company explains.  “Consider changing that with a mind-blowing mobile opportunity: using relationship-driven push messaging to increase consumer engagement, conversion, and retention.”

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The folks over at Microsoft Tag have put together a new infographic detailing the explosive growth in mobile coupons, along with some interesting usage stats and predictions.

Consider this — a full 20% of smartphone users currently acquire and redeem mobile coupons on a regular basis, with that number expected to grow to 30% by 2013.  In addition, a full 10% of ALL mobile phone users redeem mobile coupons on a regular basis, growing to 16.5% by 2013.  These are pretty powerful numbers when looking at the big picture, and even more powerful when you look at the engagement rates mobile coupons generate.

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It was announced today that mobile location-based infrastructure provider Location Labs has acquired two companies — mobile development platform Wirkle and group messaging provider Volly.

Location Labs has largely been known to provide an underlying location-based infrastructure for mobile apps, but has recently transitioned into a provider of specialized location-based services for niches such as family safety and safe driving.  Both Wirkle with its development platform and Volly with its group mobile messaging solution fit nicely with Location Labs’s future plans, making both acquisitions timely and relevant for the company.

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It was announced today that mobile analytics powerhouse Flurry has introduced Analytics 3.1 — the latest version of its popular analytics suite for mobile apps.

Version 3.0 was just launched in August, and the 3.1 update adds three unique time-based metrics to its reporting capabilities for mobile app developers.  Analytics 3.1 introduces day-parting, lifecycle and hourly stat drill-down features, allowing deep insights into app usage that were hard to come by before.  Let’s take a closer look at the new metrics . . .

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