New MMA Guidance Report on Location Audience Targeting
Until the introduction of location based audience targeting, marketers were unable to “close the loop” between digital and offline. Today, every single mobile situation is generating data, offering advertisers a new gateway to consumers.
The MMA recently published a compelling whitepaper on location based audiences, covering all aspects of location audience targeting from methods and case studies to going beyond location as a proxy.
„Location derived audiences add a whole new dimension to mobile advertising“ says Daniel Rieber, adsquare’s Director of Marketing & Communications and Vice Chairman of MMA Germany, „The MMA’s whitepaper is a great introduction for advertisers who wants to leverage real world behavior to pinpoint their target group.“
Of particular interest in the MMA’s Location Audience target report are the impressive drive-to-store campaign results from big U.S. brands such as Denny’s and Wallmart. Additionally, the whitepaper offers a comprehensive overview on how audience segments are built and the data, both location and non-location, needed to create them.
Check out the full MMA Guidance Report on Location Audience Targeting below.
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