According to the findings, which are derived from xAd’s network and campaign data from January 1 through March 31 of 2013, mobile targeting trends continue to show a steady shift towards geo-precise targeting, which represented 58% of all national brand campaigns in Q1 2013, compared to just 27% in Q1 2012.
Successful case studies are driving the growth of geo-precise targeting, industry sources suggest.
xAd customer, Pinkberry, is leveraging geo-precise mobile targeting in order to drive foot traffic into Pinkberry stores and generate awareness of current promotional offers to try the new Pinkberry greek yogurt. Through xAd’s SmartFencing technology, which uses accurate location signals combined with real-time mobile search behaviors, Pinkberry is able to serve relevant ads to mobile users within a one-mile radius around Pinkberry locations. As a result, mobile ad performance doubled within just two weeks of launching the campaign.
“The rapid adoption of geo-precise targeting techniques, which enable brands to target users based on their exact location, comes as no surprise,” explains Dipanshu Sharma, CEO at xAd. “National advertisers are becoming better acquainted with the power of precise mobile location and its ability to not only reach specific audiences based on their current or past location behaviors, but its unique ability to reach users at the specific moment they are most likely to view and engage with an ad message.”