According to the report, mobile campaigns leveraging location targeting outperformed non-location targeted campaigns by factor fo 2x. Of 2,500 mobile campaigns analyzed, most of them utilized location targeting (which is a focus of the firm’s offerings), but here’s a look at location targeting by vertical:
“For the history of digital advertising we’ve basically been targeting on a few things, like content and cookie data,” says Verve Mobile CEO Tom MacIsaac. “The big new data set mobile brings to the table is location—a data set that can be as important at inferring intent, demographics, audience segments and other attributes as any we have seen to date in digitl advertising. And it brings genuine value to end users—helping them find products and services where and when they want them—a key attribute of the most valuable advertising mediums.”
According to the firm, restaurants and retail led all advertisers in use of geo-aware and geo-fenced campaigns. Here’s a look at performance of CTR by targeting tactic:
Of course, one major point the report makes is that users are engaging with brands on mobile devices in different ways. It’s not always about the click. They saw a 9% interaction rate for calls, for example.
Check out the full report here (pdf).