The use of location-based ad targeting to send out mobile coupons when a consumer approaches a competitor's store yields a 30% higher click rate than sending out ads for a business's own location, according to a study from ad network Verve Mobile. "The one big theme from this research is that if you're going to target users near your own stores ... it's really effective to also target people who are near your competitor's stores," said Verve Mobile CEO Tom MacIsaac.

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