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Most Marketers Turn to Location-Based Targeting

Executives at the 2015 Mobile Marketing Association Forum New York revealed that 68 percent of mobile marketers are leveraging location-based targeting and using it as a target parameter in their media buying, although mobile still remains a small component of many digital budgets. During the “Audience Evolved: How Location Data Actually Works and Why it Has Become a Focus for Traditional CPG and Brand Advertisers” session, the executives discussed the positive outlook for more brands using location as a top data source to help them market to consumers. They also predicted that brand advertisers will begin being primary users of location-based targeting in the near future.

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