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 doesnâ€™t do much in and of itself,
but becomes much more powerful when delivered in the right context to your core audience.
â€œDelivering an ad when youâ€™re out and about, when youâ€™re in a certain frame of
mind--if you can add location relevance, contextual relevance, demographic relevance, we think thatâ€™s an incredibly efficient buy,â€ said Thackery. â€œIn terms of ROI, itâ€™s
incredibly efficient if we get it right.â€