Mobile advertising company xAd has just released the results of a study that asked over 570 people throughout the digital advertising world about where they are targeting their audience. This included agency reps, marketers and others who ran ads in markets around the world. The results paint a much more clear picture of how marketers are spending their money and what they believe is the most effective.
For example, about 1 out of 5 brands currently consider mobile advertising a top priority. When you look at ad agencies that number goes up to 1 in 4. With all the news coming out regarding mobile ads this is a surprisingly low number. Of course, saying that something is not a top priority does not mean that the agencies and brands are not investing in that area at all.
Another interesting stat is that nearly 80% of all marketers, however, use location targeting within their mobile marketing strategies. This helps them in a variety of ways including targeting consumers when they enter an area that is close to a store. 50% of agencies report that they use the location information in their marketing efforts to target a specific audience.
Having the ability to track consumer’s physical locations much more precisely by using the GPS in their mobile devices has really unlocked a whole new set of options for marketers and brands. The study cited an ad campaign that used precise targeting (geo-fencing technology) for TruMoo’s ice cream brand. When the advertising campaign was run they saw a 64% boost in purchase intent!
You can learn more about how this study worked and what information was gathered from the brands and marketers involved HERE. It is a very useful survey, especially for those promoting physical stores and other offline products or services.
