What's Location Based Targeting Worth?

What is location-based targeting worth to me as an advertiser? That was the first question thrown out to a panel of mobile media and location-based mobile services providers at the OMMA Mobile conference in Los Angeles. Andrew Thackery, Director, Strategic Alliances, NAVTEQ Media Solutions, and Nihal Mehta, CEO, Buzzd, agreed that location targeting doesn’t do much in and of itself, but becomes much more powerful when delivered in the right context to your core audience.

“Delivering an ad when you’re out and about, when you’re in a certain frame of mind--if you can add location relevance, contextual relevance, demographic relevance, we think that’s an incredibly efficient buy,” said Thackery. “In terms of ROI, it’s incredibly efficient if we get it right.”

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