New York -- Retail is the No. 1 category utilizing location-powered advertising, with big box, consumer electronics and department store retailers being the most frequent users, according to a new report by location-based mobile advertising firm Verve Mobile.
The "State of the Market: Location Powered Mobile Advertising, Deep Dive on Retail" study reveals that geo-fencing, which includes geo-conquesting, is the most utilized location targeting strategy deployed by retailers. I
In other findings:
- For retailers, proximity impacts mobile ad performance, the sweet spot for ads served being between one and six miles.
- Location-based audience targeting is the #2 most utilized location powered strategy by retailers.
- Driving foot traffic to stores is the #1 objective for retailers leveraging location-based mobile advertising.
- In addition to targeting, location data can also be used to demonstrate attribution and the effectiveness of location-based mobile advertising.
The findings are based on data from more than 1,500 mobile advertising campaigns delivered by the Verve Mobile platform in the retail category. The full report may be downloaded from Verve's website.