Guidance Report: Location Audience Targeting | MMA
Release Date: 
June, 2015
File Size: 
594 KB
Topics of Interest: 

No longer just a tool for "in the moment" targeting, major brands are now leveraging the rich contextual information that location provides to create highly-targeted audience segments, enabling them to strategically target consumers at specific points in their day, not just when they're within close proximity of a brand's store or restaurant.

This is a great resource for Brands, Retailers, Agency Creative and Analytics vendors and experts.

Key Insights & Takeaways

  • How to create location based audiences
  • Leveraging the data behind location-based audiences
  • Incorporating non-location data to enrich profiles
  • Guidance on optimal ad formats and creative
  • 5 case studies detailing how brands are using audience targeting

The paper also details how brands like Goodwill®, Walmart and Denny’s have all successfully used location data to enhance audience segments and achieve impressive results using various campaign tactics.

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Agency: A company that provides strategic, creative or media buying and related services to marketers.
Marketer: A company that sells its products directly to consumers and businesses and buys marketing services to achieve its goals. Company must also not fit into any of the other sales definitions.
Carrier/Operator: A mobile network operator that provides voice and/or data services.
Enabler: A solutions provider offering technology and services that enables and supports mobile marketing.
Associate: Companies or organizations that do not generate revenue from mobile, but are integral to the development of the mobile industry. (i.e. trade associations, legal firms, consulting agencies, etc.)
Seller: Companies that create and/or promote media and content or broker the sale and distribution of mobile advertising.