NEW YORK: Combining audience targeting with proximity targeting can boost retail footfall by up to 35% according to the Mobile Marketing Association.

In a guidance report, Location Audience Targeting, the industry body outlined how several major brands are starting to tap the contextual information that location provides to create highly-targeted audience segments that can be targeted at specific times of the day and not just when consumers are near a store or restaurant.

While location data is typically generated by a mobile device's GPS capabilities, the report explained that other sources of this information are available on an opt-in basis from ad exchanges or through direct relationships with mobile publishers.

Marketers can infer quit a lot about users from this data, including demographics and behavioural/psychographic traits such as travel, dining habits, shopping behaviour, brands and retail locations frequented.

By layering additional datasets such as purchase data, TV viewership, autoownership or credit card data marketers can then develop additional segmentation.

Restaurant chain Denny's ran a series of "Build Your Own" campaigns during 2013 and 2014, each building on the learnings of the previous one, and by the end was able to report a 34.56% uplift in store visitation during the "Build Your French Toast" campaign.

"Leveraging location data to not only understand the 'where' but also the 'who' was a true game changer for our BYO campaigns," said John Dillon, svp/cmo at Denny's.

"Through measuring store visitation lift (SVL), we were able to determine that implementing audience targeting in addition to proximity targeting, enabled us to achieve a nearly 35% in SVL – an increase of more than 20% when compared to using proximity targeting alone."

The MMA added that using expandable ad units in combination with localised creative, could increase post-click action rates by more than 40%.

Data sourced from MMA; additional content by Warc staff