Location-based mobile ad targeting trends to precision

05/7/2013 | MediaPost Communications

Geo-precise mobile ad targeting is replacing less-specific geo-targeting methods such as ZIP code, city selection and run-of-network, according to xAd. For example, Pinkberry advertised Pinkberrygreek yogurt by targeting a 1-mile geo-fence with a discount coupon keyed to conversion at local stores, yielding double their campaign benchmark. Financial services/insurance, telecommunications and restaurants sectors targeted consumers most often in the first quarter, with southern U.S. cities representing half of the top 10 markets.

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