Retailers Spent More on Location-Targeted Mobile Advertising Than Any Other Business Category in 2013
XAD | 02 / 12 / 2014
Report Reveals Retailers Were the Most Popular Business Category for Mobile Ad Spend on xAd’s Platform in 2013; Geo-Precise Mobile Targeting Techniques Are on the Rise, Among Other Findings
New York — February 12, 2014 — xAd, the only global mobile-location ad platform, today released its 2013 Year in Review Report, which outlines the most popular trends in mobile-location advertising in 2013. The trends are derived from the more than 400 billion location-verified ad requests on xAd’s platform last year.
The rapidly-growing retail category, which includes a wide range of shopping types – including brick-and-mortar stores – spent more on xAd’s platform than any other category in 2013, followed by auto (#2), banking/finance (#3), restaurants (#4) and telecommunications (#5). This is significant as retail was only the fifth most popular category in 2012. This jump is indicative of the rapid growth of mCommerce in general, as more and more consumers turn to their mobile devices to make informed and immediate retail purchases.
xAd’s report also explores the continued rise of geo-precise targeting for both local and national brands. In 2013, 96% of xAd’s campaigns used geo-precise targeting, up from 81% in 2012. This included techniques like geo-fencing, geo-conquesting and targeting on search behavior. The increased focus on precise geo-targeting makes sense, considering consumers’ expectations when using their mobile device to aid in a purchase decision. For example, xAd’s Path to Purchase series, released last year, asked shoppers how close they expect a location to be when searching for information on their device — up to 65% said within five miles.
In 2013, the most popular post-click activities overall (a consumer’s first action after clicking on a mobile ad) were calls to a business. However, post-click behavior varied by industry. For retail, the most popular activity after clicking on an ad was to look up directions or maps to a store, demonstrating the power of mobile in this category to create foot traffic to brick-and-mortar locations. xAd successfully tracked over six million in-store visits related to mobile ad campaigns for major retailers in Q4 2013 alone.
“The rise of geo-precise targeting is a testament to how effective techniques like geo-fencing and geo-conquesting are for driving customers to visit retail locations,” said Dipanshu ‘D’ Sharma, CEO at xAd. “This is particularly true for retailers, where consumers are often looking to make a fast transaction. By Q4 of last year, a third of retail campaigns on our platform had shifted focus away from CTR and towards a primary goal of driving in-store visits. This is a trend that we’ll continue to see grow in 2014.”
In Q4 2014, Columbia, the popular sportswear company, partnered with xAd to increase awareness around its Omni-Heat jacket and entice mobile users to come in-store to experience the product in person. Users were targeted in and around locations offering the jacket with a location-aware message. Post-click users were taken to a custom location landing page that showed contact details for the nearest retailer and one-click access to additional product details and map and driving directions. As a result, (click-through rate) CTR was 52% above industry average.
“Mobile, especially combined with location, can be an extremely powerful tool for not only raising awareness but bringing people into your stores,” said Juli Johnson, Associate Media Director at BSSP. “Highlighting Columbia’s innovative technology and product paired with details on the nearest retailer, we were able to drive even more relevance to the consumer and support retail partners.”
Overall performance on the xAd platform was above average in 2013. Targeted display ads performed nearly 15% above the industry average and search performed 37% higher than current CTR benchmarks.
To download xAd’s full 2013 Year in Review Report,
please click here.