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MMA Releases Guidance Report on Location Audience Targeting

June 15, 2015 | By Research Team—DCN

Drawing from its  SMoX Study, the Mobile Marketing Association (MMA) has released a new Guidance Report entitled, ‘Location Audience Targeting’. From the report:

Mobile has changed the way we think about digital audiences. Before the advent of the ubiquitous mobile phone, traditional marketing and advertisement strategies that were “location based” had a very different meaning than “location based marketing” does today. Options for location-based mobile audiences have expanded far beyond the simple geo-fence campaign, and offer both sophisticated targeting options and insights on reaching the consumer on their mobile device with the right message at the right time.

No longer just a tool for “in the moment” targeting, major brands are now leveraging the rich contextual information that location provides to create highly-targeted audience segments, enabling them to strategically target consumers at specific points in their day, not just when they’re within close proximity of a brand’s store or restaurant. For many major brands, the use of audience targeting is still a fairly new tactic, yet one that is predicted to explode in popularity in the coming years due to its ability to yield an incredibly high lift in store visitation (SVL), particularly when used in combination with more common proximity targeting tactics such as geo-fencing.

Detailing how brands like Denny’s, Goodwill and Walmart are using audience targeting to increase store visitation, the report builds on an earlier MMA white paper released in February. The Report provides key insights and takeaways on:

  • How to create location based audiences
  • Leveraging the data behind location-based audience.
  • Incorporating non-location data to enrich profiles
  • Guidance on optimal ad formats and creative
  • 5 case studies detailing how brands are using audience targeting


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