More Mobile Location-Based Campaigns Seen Using Geo-Fenced & Geo-Aware Strategies

A new study from Verve Mobile [pdf] looks at trends across 2,500 mobile campaigns run on its location-based mobile ad platform in 2012, examining the different strategies taken by advertisers. The study notes that 36% of the campaigns leveraged geo-aware (14%) or geo-fenced (22%) strategies in 2012, more than double the proportion from 2011 (17%). While that indicates a greater level of expertise in targeting approaches, the primary strategies remained DMA (30%) and audience (24%) targeting. (more…)