At the same time, however, lower rates of brand site visits for those farther away do not necessarily indicate that dealers are wasting money reaching out to people outside the traditional distance they might target. Those mobile users that do respond to such ads can be retargeted with price incentives or other offers to entice them to travel a bit farther to buy.
And results vary by industry. Research from JiWire on the performance of CPG ads targeted toward people near or in a store did best at middle distances, between 1 and 5 miles. Ads served to people already in stores actually caused a decline in performance, though not as strong as the one seen in ads served more than 10 miles away. Read the rest at eMarketer.