Dive Brief: 

• Dealer Toyota Central Atlantic has partnered up with agency PivNet and mobile ad platform NinthDecimal to share insight into geo-conquesting — a practice of targeting mobile location ads towards shoppers at competing dealers. 
• According to the data released, the Toyota dealer has seen a 45% increase in foot traffic from those consumers shown a targeted mobile ad over those that were not. 
• The ads link to car registration as well to decipher whether a consumer bought a car after being served the ad. 

Dive Insight: 

While a 45% uptick is quite an impressive stat, it may not be a true indicator if location-based mobile ads will benefit auto dealers as a whole. The scope of this one dealer is too small to apply to the auto industry as a whole and the ads could be delivered to consumers who were planning on buying a Toyota anyway. That being said, targeting buyers based on visiting car lots— regardless of the brand—could be a good strategy on the whole because it's known they are in the market for a car.