'Geoconquesting' To Grab Customers Away
According to local mobile ad platform xAd, almost a third (32%) of advertisers using the most sophisticated kinds of geotargeting (usually more granular than ZIP, city or DMA) targeted the location of their competition in order to drive consumers to engaging with their alternative in the second quarter. That was up from 22% in Q1.
Lockhorn said Razorfish's retail clients have seen good results to date with geoconquesting. Speaking on a panel
focused on mobile targeting at the Mobile Insider conference Monday, Dan Bishop, director, mobile, social and
emerging media at Experian, emphasized the importance of cross-device targeting through platforms like Jumptap and Specific Media to reach users in different contexts.
One hurdle with retargeting an ad through a home WiFi connection is that someone else in the household might see the same ad on another device, instead of the intended person.