US Location-Based Mobile Advertising By Target, 2012 [CHART]

Chart - US Location-Based Mobile Advertising By Target

Verve Mobile, a location-based mobile ad platform, studied over 2,500 US mobile ad campaigns served across its platform and found that the percentage of campaigns using geofencing or geoaware targeting had more than doubled, from 17% in 2011 to 36% in 2012.

Geoaware campaigns use real-time location data to deliver specific, often dynamic, messages to the user based on their distance from the nearest retail location or proximity to a particular location. Geofencing campaigns target users based on a set distance from a location of interest such as a store or physical site where the user is known to frequently visit. Read the rest at eMarketer.