As Sir Martin Sorrell said, location targeting in mobile is the holy grail of marketing. Reaching consumers when they are out and about, on the go, interacting with both the digital and real worlds together can actually fulfill the longstanding goal of ‘right ad, right person, right place, right time’.
Location is a big deal. For the history of digital advertising we’ve basically been targeting on a few things, like content, cookie data and search. The big new data set mobile brings to the table is location – a data set that can be as important at inferring intent, demographics, audience segments and other attributes as any we have seen to date. And it brings genuine value to end users – helping them find products and services where and when they want them – a key attribute of the most valuable advertising mediums.