In a panel looking at location in mobile campaigns, discussion focuses on the cost-benefit analysis of layering on additional location and other targeting to improve ROI. More targeting means working with more vendors and more complexity. Starting simple is one answer, using SMS, direct response ads that drive to a mobile optimized site. Craig Weinberg, mobile practice lead, Mindshare, emphasize that mobile is still about utility. Keeping things simple is key to engaging people through mobile. He points to working with a service like Foursquare as a less expensive way to do mobile targeting at the local level.