58% of national brand advertising campaigns employed geo-precise targeting (including geo-fencing and geo-behavioral targeting) in Q1, according to a new report from xAd. That’s more than double the 27% from a year earlier, as the proportion using standard geo-targeting dropped from 64% to 40%. Still, fewer advertisers used geo-precise targeting in Q1 than in Q4 2012. That’s because some campaigns benefit more than others from such targeting, and Q4 saw more campaigns seeking to leverage the benefits of geo-targeting to promote their holiday and Black Friday promotions.
As such, the researchers indicate that key holidays and events will continue to play a role in the extent to which advertisers use the different targeting techniques available to them.
In other results from the study, financial services and insurance took over the mantle as the top mobile ad category in Q1, after coming in second behind telecommunications in 2012 overall. Restaurants moved into the third spot, with health and beauty and travel rounding out the top 5.
About the Data: Metrics and insights provided are based on xAd’s network and campaign data (January 2013”“March 2013) from over 200 unique national brand advertiser campaigns.