Mobile location-based ads help advertisers improve targeting, up engagement and generate better creative—if the data they rely on is accurate, according to a September 2014 Thinknear/Telenav report. The firm defined “location accuracy” as the proximity of a user’s stated location per the ad request, compared with his or her actual location in the real world—which can vary by a matter of feet or even hundreds of miles—and called out assisted GPS as the most accurate source of mobile location, followed by Wi-Fi and cell towers. IP address ranked fourth, while user registration was the least effective.
Broken down by location, hyperlocal campaigns grabbed the largest share of accurate ad impressions served in the US in Q3 2014, at 46%. This was up from 34% in Q2 2014, at the expense of regional and multiregional ads. Local campaigns held steady as national impressions increased their piece of the mobile location accuracy pie. Read the rest at eMarketer.