MaxPoint, the marketing tech company that creates hyperlocal intelligence to optimise retail performance, just released new analysis that shows mobile advertising accounted for 58% of its digital ad impressions between 26. November and 25. December 2015, compared to 31% during the same period the year over. Location-based ads on mobile devices made up 85% of client mobile ad spend with the company during the 2015 holiday season.
MaxPoint provides location-targeted mobile advertising
Location-targeted advertising is a growing trend. According to BIA/Kelsey, last year, 40% of marketers targeted consumers to take offline action compared to 60% of mobile ad dollars spent on non-location-targeted ads.
MaxPoint mobile ads seek to drive consumers to take offline actions such as visiting a store or purchasing a service or product. Joe Epperson, CEO, MaxPoint, says:
“The shift in mobile ad spend toward location-targeted campaigns is driven by new technologies, deep data expertise, and an understanding of neighborhoods and the stores they surround. We’re connecting the dots for top brands and retailers with proprietary location-based intelligence that allows them to execute multi-channel and multi-device marketing programs.”
Among its success stories, the company ran a campaign for a restaurant chain, targeting cost-conscious diners within a six mile radius of the restaurant. Using its Digital Zip technology, MaxPoint located the neighbourhoods across the UK that over-indexed for these consumers.
The campaign resulted in a 17% higher ad response rate than industry average as well as 7% higher mobile ad response rate.