Almost 80 Percent Of Global Mobile Marketers Turn To Geo-Targeting

Audience targeting is the most common use of location, as marketers seek to reach consumers not only where they are in the moment, but also based on their behaviors and interests.

Given that PC-based targeting using cookies is severely limited when it comes to mobile, it should come as little surprise that 80 percent of global advertisers  are using location to direct their ads at consumers, as noted in xAd’s 2015 Global Location Snapshot.

The report examines the advertising industries in North America, Latin America, Western Europe, and Asia Pacific. The report, found that 1-in-5 “marketing decision-makers” consider mobile a “top priority” in their plans.

North America is currently the number one region for mobile ad spending of the surveyed regions with $29.9 billion spent every year. North America is followed by Asia-Pacific with $23.7 billion, Western Europe with $12.1 billion, and Latin America with $1.4 billion.

According to BIA/Kelsey, location-targeted ad spending has been growing in the U.S. from $1.2 billion in 2012 to $8.67 in 2014. BIA expects this number to grow to $9.09 billion in 2017. xAd’s new report seems to confirm that other global regions are following suit as well.

While the global appeal of location targeting is undoubtedly growing, it’s not without its problems. xAd reports that measurement of location targeting success is the top challenge for mobile marketers around the world. 3 in 10 marketers surveyed said the inability to measure success was the biggest concern for the industry moving forward.

Some other important takeaways from the report include:

  • Mobile is a priority for marketers around the globe: More than half of both ad agency leaders and marketing decision maker’s view mobile marketing as a significant priority.
  • Measurement is perceived as mobile’s limiting factor: 3 in 10 marketers worldwide said the inability to measure success was their top concern with mobile location advertising.
  • Marketers are using the places people visit to reach the right people: Of the 80 percent of marketers using location targeting, the top strategy is audience targeting, reaching a specific group of people based on their visitation behavior.
  • Retail dominates globally, additional category popularity varies by region: Across all four regions, retail is one of the top three industries for location-based targeting, which drives significant results in store visits and sales.

You can view the rest of the report here.

About The Author
Daniel Parisi Daniel Parisi @daniel_parisi_

Daniel Parisi is a New York City-based writer and recent graduate of the University of Maryland. Daniel specializes in coverage of mobile payments, loyalty programs, and the Internet of Things.