Location-based advertising is growing in popularity because marketers can easily target the ever-expanding population of smartphone users.According to a new report from bia/kelsey, this form of marketing. Is set to grow even further in spending for location. To next few years. The research group’s “Attribution: the next phase in the age of mobile advertising” report. Predicts that by 2017, spending on location-based advertising will reach $10.8 billion, representing. Over half of all mobile advertising dollars.
Bia/kelsey calculated that in 2012, $1.4 billion was spent on location-targeted mobile campaigns. So how will this number increase nearly eight-fold by 2017? According to michael boland, bia/kelsey’s vice president of content, more businesses are seeing the benefits of using this type of campaign.
Mobile holds a 12 percent share of consumer's current media consumption
But has a disproportionately low – three percent – share of u.S. Ad dollars,” boland said in a press release. “However, we see a few factors that will counterbalance this in the coming year, including location-targeted ads and the ability to Spending for location measure effectiveness through attribution technologies.”
In an interview with mobile marketing daily, boland expanded upon his explanation, saying that american consumers spend significant can purchase phone lists portions of their time on mobile devices. It only makes sense then that advertisers would use this medium to reach them.
The bia/kelsey report also explores how effective location-based campaigns have been thus far. Promising conversion numbers indicate that this type of marketing will continue to be put in greater use.
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While it may seem somewhat counterintuitive that full screen
Takeovers got the highest likability score, we weren’t surprised,” said undertone co-founder eric franchi in an interview with adweek. “Great advertising means great KHB Directory creative, and takeovers help that creative break through very effectively.”
Respondents were also more likely to find these Spending for location kinds of ads unique and more creative than static alternatives. In addition, viewers said that large advertisements made them want to learn more about a brand.