Real-time, location-based marketing provider xAd recently released the results of a survey it conducted to understand the global state of location-based mobile advertising, which found that nearly 80 percent of marketers around the world use location targeting for their mobile ad campaigns.
Of that 80 percent, the top strategy used is audience targeting, which is designed to reach a specific group of consumers.
“This surpasses the use of proximity targeting, trying to reach people at or nearby specific businesses and points of interest,” xAd noted in its 2015 Global Location Snapshot. “What this tells us is that marketers are maturing in their understanding and usage of location, not just to reach people based on where they are, but also to understand a person’s intent and interests.”
The report also found that more than half of ad agency leaders and marketing decision makers recognize mobile marketing as a priority. One in five marketing decision makers and one in four ad agency leaders say mobile advertising is a top priority.
Other findings show that three in 10 marketers are concerned with the inability to measure the success of mobile location advertising and that retail is one of the top three industries for location-based targeting worldwide. A previous report released by the company in 2014, found that one in 10 people who viewed a location-based retail ad, visited the store within 30 days.
“Around the world, marketing and ad agency leaders have realized that the power of mobile advertising lies in the context of the consumer. Knowing the places, brands, and categories people frequent provides an amazing indicator of not only who a consumer is, but also what they are most interested in,” said Monica Ho, head of marketing at xAd and co-chair of the Location Committee for the Mobile Marketing Association in North America. “With the power of location-based advertising, marketers around the world can now leverage these insights to deliver more relevant, personalized messaging to millions of people, based on the real places they visit everyday.”
The survey was conducted online in May, when 574 people in four geographic regions, North America, Western Europe, Asia Pacific and Latin America, responded to questions about mobile and location-based advertising in their areas of the world.
According to the company, marketers around the globe are optimistic about the growth of mobile in continued adoption among consumers and increased spend from advertisers.