Mass Marketing is Obsolete as Brand Marketers Adopt Targeting
Savvy advertisers are continuing to adopt audience targeting, according to a March 2014 study which found that brands had upped audience targeting on all platforms — including smartphones and tablets — from 2013.
As a result, lookalike modeling was picking up the pace, with 73% of U.S. ad agencies and 64% of advertisers saying they used it.
Early-Adopters Test Proximity Marketing via the Mobile Channel
Although aspects of proximity marketing — targeted marketing with a geographic radius of roughly 100 meters — have been in place for nearly a decade, the field is still new enough to make it extremely difficult to forecast.
Right now, the only thing that everyone agrees on is that 2014 will be filled with small-scale tests.
How Mobile Marketing is Being Enhanced by Location Data
As mobile budgets swell, brands are eager to find ways to make their ads contextually relevant. As a result, the use of geotargeted mobile display advertising is on the rise, as are campaign results, according to eMarketer.
BIA/Kelsey estimated U.S. advertisers would invest $725 million in local mobile display advertising in 2013, which is nearly twice the amount spent last year.