Privacy concerns marr mobile opportunity
Almost 80 per cent of marketers are using location based targeting, increasingly to target specific audiences, but only one-in-five marketers identify mobile devices as a top priority when it comes to engaging consumers, primarily because measuring the impact of such ads, plus concerns over privacy make mobile campaigns difficult to implement.
mobile advertising
The insights were revealed in a report today (27 July) from xAd, a company that helps advertisers targets users based on their location, with the survey of further 574 respondents from across the globe further identifying a lack of location-verified inventory on the market.
Nearly 80 per cent (78) of all respondents (172 of whom were agency staff, while the rest were brand-side marketers) employed location-based targeting as part their campaign execution strategies, with half of all agency staff quizzed claiming they used location-based targeting to reach specific audience types, as opposed to blanket serving everyone in the same area with similar messaging
Meanwhile, concerns over privacy, plus difficulties over assessing the impact of their mobile ad campaigns (i.e. attributing value to how much mobile ad slots contributed to the overall ROI) meant that a minority of advertisers surveyed (one-in-five brand-side marketers, plus one-in- four agency-side marketers) would classify mobile advertising as their top priority for 2015.
Despite global mobile ad spend tipped to surpass $67bn, according to the xAd report, only three-in-ten marketers worldwide said the inability to measure success (or develop a suitable attribution model) was their top concern with mobile location advertising.
Theo Theodoru, xAd, head of EMEA, said: “This research heralds the arrival of a new breed of marketers and advertisers around the world who are using the power of location to gain an advantage against the competition."
“Knowing the places people visit is the best indicator of consumer intent, and location data takes that one step further by enabling marketers to use those insights to engage people. As ‘location’ evolves as a channel in its own right; able to reveal 'who' and 'what' a person might be interested in to an unrivalled degree, we’ll see these marketers springboard to success with even more join-up on and offline campaigns.”