An article from MobileMarketer.com asked: “Have marketers forgotten about geo-targeted mobile advertising?”
It’s not that marketers forgot about geo-targeted mobile ads, its more they’re not ready to properly execute. From creative to mCommerce or point of sale redemption, the end to end ecosystem for real geo-targeted ads isn’t in place yet by and large.
The other side of the argument is that leading with hyper-location targeted mobile advertising is not a consumer-friendly approach. The offer and value more generally should be the hook. Let users discover location post click on a landing page or within a rich media ad.
Consumers are wary of too much location disclosure. Also, is location the key driver of response generally, never mind just mobile?
Intent or need drive response & consumption usually. If you’re a major brand, people know WHERE to find you. Focus mobile ads first on WHY.