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Location + Data Makes Mobile Targeting Magic, According to xAd Report

Written on
Nov 19, 2013 
Author
Mike Daly  |


NEW YORK,  November 19, 2013 (ADOTAS) – By adding strong data insights like audience profiles and mobile search behavior to details about a consumer’s location, mobile marketers can amplify the results of targeted mobile ad campaigns, says xAd, a leading mobile-location based advertising platform. According to the xAd Q3 2013 Mobile-Location Insights Report, xAd-powered campaigns that combined location and data saw a 10% lift in click through rates (CTRs), signaling the power of the combination.


Nearly all of xAd’s campaigns (97%) used some form of location targeting in Q3, either standard geo-location (zip code, DMA, etc.) or geo-precise targeting (areas not conforming to standard geo-boundaries). In addition to targeting consumers with mobile ads based on their location, 96% of xAd’s location-based campaigns now include an additional data source to enhance relevance and results.

Scion, a vehicle brand owned by Toyota Motor Corporation, used xAd’s SmartFence™ technology, which combines real-time mobile search behavior with location, to identify and engage in-market auto shoppers to drive foot traffic to regional Scion dealerships. When compared to a standard geo-fence, these dynamically targeted auto shoppers were more likely to click on an ad, as Scion’s CTRs for ads jumped by 40%. Additionally, consumers were 120% more likely to engage in secondary actions on the campaign’s custom landing page by seeking maps, directions and more detail or making a phone call.

“Location is a powerful tool for driving relevance of our specific messaging,” said Mike Salvo, senior vice president of strategy at ZenithOptimedia, the agency that executed the campaign. “For this campaign, we were able to use location and data to dynamically target in-market auto shoppers with the best messaging to drive action. The combination of location, dynamic mobile behavior, and messaging options provided results that exceeded our expectations.”

Overall in Q3 2013, xAd’s location targeted campaigns performed above the industry standard CTR benchmarks for display and search at 0.60% and 8.9% respectively. Campaigns in the xAd network that utilized location alone performed at a CTR of 0.55%. While this is still above the industry benchmark, layering on an additional level of data increased the CTR to 0.60%.

“Location topped with data such as audience attributes, mobile behaviors, and visitation patterns empowers marketers to create a more targeted and engaging advertising experience,” said Dipanshu “D” Sharma, CEO at xAd. “What we are quickly discovering, on our platform and across the industry, is that layering location and data together can unlock the full power of mobile advertising – truly demonstrating a ‘1 + 1 = 3’ marketing effect where combining two strong inputs can exponentially increase the impact of a campaign.”

The report also revealed that the top location + data mobile ad categories in Q3 2013 were Retail, Restaurants, and Auto. Overall, the top three mobile ad categories in the xAd platform were Retail, Restaurants and Finance & Insurance, while the top three mobile search ad categories were Restaurants, Telecommunications and Entertainment.

Published quarterly, the xAd Mobile-Location Insights Report provides trends and insights into the current mobile landscape. Metrics and insights provided are based on xAd’s platform and campaign data (July 2013 – September 2013) from over 200 unique national brand advertiser campaigns.

About xAd

Founded in 2009, xAd is the only global location-based mobile advertising platform and the leader in delivering targeted mobile ads based on accurate user location and search context. Across its network, the company aggregates and manages billions of monthly ad impressions from which it derives the largest supply of location-based advertising inventory in the market. xAd delivers targeted mobile location@scale for over a million national and local advertisers, including brands like Pinkberry, Home Depot and Wells Fargo. xAd is based in New York City with several satellite offices across the U.S. and internationally. For more information, visit www.xAd.com.





Mike Daly is an award-winning writer and editor with 30 years of experience in publishing. He began his career in 1983 at The News of Paterson, N.J., a long-since defunct daily paper, where at age 22 he was promoted to the position of Editorial Page Editor. Since then he has served in managerial capacities with several news organizations, including Arts Weekly Inc. and North Jersey Media Group in New Jersey and Examiner Media in New York. His work has been honored on numerous occasions by the New Jersey Press Association and the Society for Professional Journalists.

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