Developed by the Mobile Local Targeting Working Group, part of the IAB’s Mobile Marketing Center of Excellence
“Location, location, location!” Once used to highlight the importance of where a brick and mortar store is placed, this phrase is now the crux of most conversations about Mobile Marketing. The rise of mobile devices and technologies has given marketers the ability to get close to their desired audiences like never before. This paper was created for advertisers, agencies and marketers who have a general understanding of the different types of mobile location data available, but want practical use cases and campaign implementations. This paper will provide you with a review of currently available location data, best practices for using this data in your marketing campaigns and case studies of brands currently using location data to power Mobile Marketing strategies – along with how they are measuring ROI.
Scale vs. Precision