Dive Brief:
- ClickZ and Search Optics released their State of Mobile Advertising 2016 report and found that only 22% of marketers are using hyperlocal advertising to its full potential.
- The research asked brand- and agency-side marketers about a range of hyperlocal advertising tactics. Although agency marketers outpaced client marketers for all tactics aside from customer matching, no tactic broke the 50% barrier in terms of usage.
- Retargeting via unique device ID was seen as the most effective tactic by respondents. However, only 33% of client-side marketers and 48% of agency marketers surveyed are using the tactic.
Dive Insight:
Given the rise in importance of mobile and the emphasis on personalization, it would seem that location-based marketing using mobile advertising tactics is a strategy that hits the sweet spot. The ClickZ and Search Optics research results on the perceived value of mobile ad tactics bear that out.
What is interesting is the finding that a majority of marketers – both brand- and agency-side – are failing to take advantage of what looks to be a slam dunk approach to marketing success.
One answer might be that marketers aren’t completely comfortable with mobile location data just yet.
"There are so many companies that claim to have location data or access to that intelligence – but do they really?" Ground Signal co-founder and CEO Tony Longo recently told Marketing Dive. "Getting location from a user’s bio on Twitter is not real location data. For example, last week, I was in New York City, so therefore any content I produced on my social networks should be tied to NYC, but if you were looking at my bio, these tweets would have been attributed to Boston."
