Mobile creativity: Geo-targeting using location

This article discusses the combination of data to improve targeting, and gives examples of location-based ad targeting on mobile.

Mobile creativity: Geo-targeting using location

Mark BrennanManning Gottlieb OMD

The rapidly expanding use of smartphones has enabled the hyper-targeting of consumers by their location and other behavioural data points. This article explains how using this combined approach will enhance the value and relevance of marketers' communications and advertising.

Mobile creativity

This article is part of a collection of articles on creating responsive mobile advertising. Read more.

Data-driven targeting is not particularly new (all targeting must come from some element of data, we hope), but marketers are coming to understand the power of combining multiple data sets to...

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