UNDERSTANDING

LOCATION-BASED
ADVERTISING

HOW-TO GUIDE
 Understanding Location-Based Advertising
HOW-TO GUIDE

According to a recent Nielsen study of mobile phone users (June – August 2013), 64% of mobile
subscribers own a smartphone and 80% of the newest mobile users chose smartphones as their
mobile device. In comparison to just three months prior, smartphone ownership is up 3% (www.
nielsen.com).

With smartphone ownership growing steadily by the quarter, the need for companies to focus
more intently on mobile marketing strategies is now an imperative. As more marketers flood into
the mobile marketing sphere, it is important for them to ensure their company’s mobile presence
is competitive and relevant.

In the ongoing battle to stay competitive and relevant during 2014, one of the most crucial mobile
marketing concepts organizations should evaluate is location-based advertising. Utilizing loca-
tion-based data to illicit direct foot traffic to a brick-and-mortar location is as effective, if not more
so, than email marketing coupons or online store discounts.

This How-to Guide describes location-based advertising, how it can benefit your organization and
suggests a few common location-based advertising strategies.

What Is Location-Based Advertising (LBA)?

“Location-based advertising (LBA) is a new form of advertising that integrates

mobile advertising with location-based services.
The technology is used to pinpoint consumers’ location[s] and provide location-
specific advertisements on their mobile devices.”

www.wikipedia.com

“Location-based advertising [involves] advertisements that are matched to

your physical location. For instance, if you're a teenager and you're driving
by the local mall, your cell phone may suddenly ring to notify you that there
is markdown on sweaters, discounted just moments ago in a brand-name
department store. That's a location-based ad.”

www.netlingo.com

2 UNDERSTANDING LOCATION-BASED ADVERTISING HOW-TO GUIDE

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