93% of national brand advertising campaigns employed geo-precise targeting (targeting areas that do not conform to standard geo-boundaries) in Q3, up from just 40% a year earlier, per the latest quarterly report [download page] from xAd. Roughly 9 in 10 campaigns had used geo-precise targeting in Q2, but xAd had noted at the time that the techniques are typically more popular in Q2 and Q4. In its latest report, xAd reveals that 96% of location-based campaigns also included an extra layer of data, whether that be search behavior/intent, audience profiles, or another type.
Campaigns with that extra layer outperformed those without, according to the research: targeted display campaigns with only location data generated an average click-through rate (CTR) of 0.55%, while those pairing location with an additional layer of data had a CTR of 0.6%.
The industries that embraced the pairing of location and extra data most in Q3 were retail, restaurants and auto, per the study. Retail held the top spot among all mobile display ad categories, ahead of restaurants, with auto in the 5th position.
In terms of mobile search ad campaigns, restaurants took top billing, followed by telecommunications, entertainment, professional services, and finance and insurance.
About the Data: Metrics and insights provided are based on xAd’s network and campaign data
(July 2013 ”“ September 2013) from more than 200 unique national brand advertiser campaigns.