Weekly Furniture World Media Note #123 From Lance Hanish: Which Mobile Location Ads Are The Most Accurate?

Furniture World News Desk on 9/30/2014

Hyperlocal campaigns account for the largest share of accurate US mobile location-based ads. Mobile location-based ads help advertisers improve targeting and increase engagement if the data they rely on is accurate. That according to a September 2014 Thinknear/Telenav report. “Location Accuracy’ was defined as the proximity of a user’s stated location per the ad request, compared with his or her actual location in the real word, which can vary by a matter of feet or even hundreds of miles, and called out assisted GPS as the most accurate source of mobile location, followed by Wi-Fi and cell towers. IP address ranked fourth, while user registration was the least effective.

Broken down by location, hyperlocal campaigns grabbed the largest share of accurate ad impressions served in the U.S. in Q3 2014, at 46%. This was up from 34% in Q2 2014, at the expense of regional and multi-regional ads. Local campaigns held stead as national impressions increased their piece of the mobile location accuracy pie.

Research released in July 2014 by xAd and Telemetrics, based on February and March 2014 polling by Nielsen, indicated that mobile users were pretty fond of location -based ads. The majority (51%) of U.S. mobile device users agreed that they liked mobile ads with geographically relevant info, compared with 36% in 2012, while 19% disagreed, down from 31% in 2012.





It makes sense, then, that advertisers are expected to up spending on mobile location efforts as they aim to improve the accuracy of their location data and give consumers the ads they want. In April 2013, Berg Insight estimated that spending on mobile location based ads and marketing worldwide would rise from $1.6 billion (€1.2 billion) in 2013 to $14.3 billion ((€10.7) in 2018.

It is important to understand that today’s mobile users are turned off by ads that are too intrusive. However, they are showing high levels of engagement if the ad is shown in a timely, relevant and respectful way.

Mobile in the world of integrated marketing today, is absolutely important. It is the most important aspect of your marketing strategy this year. That is why we say, MOBILENow!

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Lance Hanish is Co-Founding Partner in CNA | Sophis Integrated Marketing Communications. 

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